Title | WHERE'S DARS? |
Brand | DARS CHOCOLATE |
Product / Service | DARS CHOCOLATE |
Category | B04. Content Creation & Production |
Entrant | HAKUHODO INC. Tokyo, JAPAN |
Idea Creation | HAKUHODO INC. Tokyo, JAPAN |
Production | HAKUHODO PRODUCT'S INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Tomohiko Kawanishi | HAKUHODO Inc. | Creative Director |
Atsushi Nakajima | HAKUHODO Inc. | Art Director |
Mari Hitomi | HAKUHODO Inc. | Account Executive |
Seita Tsurimoto | HAKUHODO Inc. | Account Executive |
Shinji Asano | HAKUHODO Product's Inc. | Film Producer |
Instead of trying to outshine competing brands in stores. we chose to make people find DARS. We presented "DARS FINDING SKILL TRAINING" contents. This campaign was featured in 30 articles. 6000 tweets mentioning their "DARS Finding Skill" level. More than 500000people visited our website for training. The declining sales recovered to 120%.
DARS is a long-selling chocolate brand.But, as the store has been flooded with competing brands, DARS' sales has declined. We had to recover sales.
Instead of trying to outshine competing brands in stores. we chose to make people find DARS. We presented "DARS FINDING SKILL TRAINING" contents.
TARGET:All PR STRATEGY:Stating from posting in social media which lead to articles to earn more exposure.
We launched "DARS Finding Skill Training Campaign". Just like in the famous puzzle book "Where's Wally/Waldo?", we produced posters, movies, and a website in which DARS packages are hidden somewhere, setting 12 difficulty levels. People played to find packages. They did the same in stores and sales increased as a result.This campaign was launched in October 2020.
This campaign was featured in 30 articles. 6000 tweets mentioning their "DARS Finding Skill" level. More than 500000 people visited our website for training. The declining sales recovered to 120%.