Why is this work relevant for Social & Influencer?

It's a job that has been talked about on social media by appointing powerful influencers, zoo animals, on the stage of an online meeting platform ZOOM.

Background

The number of people working from home has increased because of Covid-19, and the stress of online meetings was so great that the word "online meeting exhaustion" was created. So, Japan's leading coffee beverage maker aimed to provide healing to stressed workers and to consolidate their "healing" brand image.

Describe the creative idea (30% of vote)

In the Covid-19 crisis, the stress caused by online meetings was increasing. So, we have developed a service that allows animals from zoos, that have been shut down because of Covid-19, to be invited to online meetings 24 hours a day.

Describe the strategy (20% of vote)

Targeted at office workers tiring from the increasing and unfamiliar remote work. Through this healing experience, they perceive "Mt. RAINIER = healing" and sympathize with the brand. Those animals were also used for the actual packaging, which led to additional sales promotion.

Describe the execution (20% of vote)

Since launching the service on the website, the campaign has been very popular and is still ongoing. It was realized in collaboration with 6 famous zoos all over Japan. Their business was struggling because of Covid-19, so we donated a part of the sales to them. Live cameras were installed in front of popular animals so that they could be invited to Zoom in real-time. The campaign was launched on SNS such as Twitter to take reservations. We issued a Zoom link that is only valid for a limited time. In addition, we designed it so that anyone can enjoy and experience it 24 hours a day without reservations by using screen sharing.

List the results (30% of vote)

A total of about 200,000 people experienced the campaign. Due to its huge popularity, the second edition was soon announced, and the service is still ongoing. It was mentioned a lot on SNS and in articles, and the message "Mt. RAINIER = Healing" was also conveyed to those who have not experienced it yet. Combined with other measures, sales increased to 114% year on year.