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  • AWARDS :
    FINALIST
  • SUB CATEGORY :
    BEST USE OF EXPERIENTIAL/GUERILLA MARKETING
  • COMPANY ENTERING :
    PYRAMID FILM INC., TOKYO
  • ENTRY TITLE :
    CANDY ROCKET PROJECT
  • BRAND :
    "PUCCHO" CANDY
  • ADVERTISER :
    UHA MIKAKUTO CO.,LTD
  • AGENCY :
    HAKUHODO INC., TOKYO/HAKUHODO DY MEDIA PARTNERS INC., TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    TARO UMEMURA
  • CREATIVE DIRECTOR :
    TAKAO YANAGI
  • COPYWRITER :
    KANAKO ISHIOROSHI
  • ART DIRECTOR :
    YUHEI ITO
  • AGENCY DESIGNER :
    ERIKO IIDA
  • ACCOUNT DIRECTOR :
    HIROMASA FUJITA
  • ACCOUNT EXECUTIVE :
    YUI FUNATANI/MOMORO KONDO
  • PR PLANNER :
    NANAMI ISHII/YUSUKE GAWAZAWA
  • PLANNER :
    HIROSHI OKAMOTO/YUKI YOKOI
  • PR DIRECTOR :
    YOSHITAKA KITAGAWA
  • CREATIVE PRODUCER :
    AI SUZUKI
  • FILM PRODUCTION COMPANY :
    PYRAMID FILM INC., TOKYO
  • DIRECTOR :
    TAKESHI KUSHIDA
  • FILM PRODUCER :
    TAKESHI KASUGA
  • WEB PRODUCER :
    KOTA TANAKA
  • PROFESSOR :
    YUTAKA WADA/HIROAKI AKIYAMA/SEIICHI SAKAMOTO
  • PRODUCTION ENGINEER :
    MASATAKA KURODA/HIROSHI KAWABATA
  • VIDEOGRAPHER :
    MASAHIRO SUZUKI
  • POST-PRODUCTION COMPANY :
    PYRAMID FILM INC., TOKYO/P THREE, TOKYO
  • THE BRIEF :
    WHILE CANDY HAD BEEN RECOGNIZED AS A GENEROUS SOURCE OF ENERGY FOR LIFE, ITS MARKET HAS BEEN ON A DOWNTURN DUE TO THE GROWING HEALTH TREND, AND ITS SALES HAVE SHRUNK TO 84.7% ITS SIZE FROM 10 YEARS AGO. UHA STOOD UP TO THE CRISIS AS THE LEADING COMPANY IN THE JAPANESE CONFECTIONERY INDUSTRY. IN ATTEMPT TO RE-ENGAGE CONSUMERS TO CANDIES, UHA CHALLENGED THEMSELVES TO VERIFY THE NECESSITY OF CANDIES AS A VALUABLE ENERGY SOURCE IN A SCIENTIFIC, YET UNIQUE WAY.
  • THE STRATEGY :
    COMPETITOR BRANDS CONTIUNED TO FOCUS ON SALES PROMOTIONS FOR SPECIFIC BRANDS DESPITE THE MARKET DOWNTURN. IT WAS UHA'S MISSION AS THE MARKET LEADER TO LEAD A BRANDING CAMPAIGN FOR THE ENTIRE INDUSTRY. WE SOUGHT TO RE-BRAND THE CANDY INDUSTRY AS A WHOLE BY RE-DEFINING THE INTRINSIC VALUE OF CANDIES AS AN ENERGY SOURCE THROUGH A UNIQUELY ENTERTAINING METHOD.
  • THE EXECUTION :
    TWEETS REFERRING TO UHA CANDIES INCREASED BY 928% FROM PRE-CAMPAIGN. "SWEET VICTORY," "WHAT A MARVELOUS IDEA! IT'S JUST A CANDY!," "SCIENCE IS FUCKIN AWESOME," "APPARENTLY I JUST ATE ROCKET FUEL" ARE AMONG THE MANY THAT WERE TWEETED BY THE CAPTIVATED AUDIENCE. THE MEDIA WAS HIT BY STORM ALSO, AS RENOWNED MEDIA SUCH AS CREATIVITY AND SUN TIMES PRAISED THE PROJECT STATING "CANDIES CAN DO MORE THAN JUST APPEASE A SWEET TOOTH OR CREATE CAVITIES" AND "FORGET SOLAR OR WIND POWER; CANDY IS CLEARLY THE FUEL OF THE FUTURE" IN THEIR EDITORIALS.
  • THE RESULT :
    THE NEWS VERIFYING THE NECESSITY OF CANDIES AS A VALUABLE ENERGY SOURCE WAS FEATURED IN 15+ TV NEWS PROGRAMS AND 600+ PRINT AND WEB NEWS MEDIA ACROSS 30+ COUNTRIES, GAINING COVERAGE WORTH $8M. THE SALES OF THE CANDY ITSELF ALSO SKYROCKETED BY 129.8% FROM PRE-CAMPAIGN. DIRECTOR WADA OF THE AKITA SPACE DEVELOPMENT INSTITUTE, THE TOP EXPERT IN THE FIELD MADE AN OFFICIAL COMMENT THAT "WE SAW THROUGH THE PROJECT THAT CANDIES HAVE THE POTENTIAL OF BEING AN ALMIGHTY ELEMENT IN SPACE TRAVEL, WHICH COULD BE USED AS BOTH FOOD AND FUEL TO POWER ESCAPE FROM THE SPACECRAFT IN CASE OF AN EMERGENCY."