SUB CATEGORY :

BEST USE OF SOCIAL MEDIA & EARNED MEDIA

COMPANY ENTERING :

TYO MONSTER, TOKYO

TITLE :

HAHON HOHAHO HIE

BRAND :

BACON POTATO PIE

ADVERTISER :

MCDONALD'S JAPAN

AGENCY :

BEACON/LEO BURNETT TOKYO, TOKYO

EXECUTIVE CREATIVE DIRECTOR :

RON SMITH

CREATIVE DIRECTOR :

TADASHI INOUE

COPYWRITER :

MASAYUKI TANAKA

ART DIRECTOR :

MIIKO HISAMICHI/YUICHIRO NABETANI

ACCOUNT DIRECTOR :

GREG JONES/MASAYUKI NAMIKI

ACCOUNT EXECUTIVE :

NAOKI IX/DAIKI FURUKAWA

AGENCY PRODUCER :

HIROKI MASHIMA/KOHEI KOBAYASHI

FILM PRODUCTION COMPANY :

TYO MONSTER, TOKYO

DIRECTOR :

DAIHACHI YOSHIDA

CINEMATOGRAPHER :

YOICHI KAMAKARI

GAFFER :

YASUSHI MIYAO

EXECUTIVE PRODUCER :

KEISUKE MOTOMATSU/TAKAHIRO MAEDA

PRODUCTION MANAGER :

ERIKO MACHIDA/AYAKA ARITA

PRODUCTION DESIGNER :

MOENO FUJIMOTO

CASTING :

KUMIKO HOSOKAWA

STYLIST :

MIE MINAGAWA

HAIR STYLIST :

MEGUMI SUGITA

COOKING STYLIST :

HANAKO SAKONJU

OFFLINE EDITOR :

TOMOKO MAEDA

ONLINE EDITOR :

YUTA SATO

COLORIST :

JUN TAKADA

SOUND DESIGNER :

TOSHIMASA YANAGIHARA/TADAO TASAI

SOUND STUDIO PRODUCER :

TORU MIDORIKAWA

PRINT PRODUCTION COMPANY :

TYO MONSTER, TOKYO

THE BRIEF :

TO MAKE BACON POTATO PIE, ONE OF THE MOST POPULAR MENU OF MCDONALD’S JAPAN MORE POPULAR AND INCREASE THE SALES.

THE STRATEGY :

WE CHANGED ITS NAME FROM "BACON POTATO PIE" TO "HAHON HOHAHO HIE". THIS IS TO ENHANCE ITS “HOTNESS” THAT MAKES PEOPLE CAN’T SPEAK WHEN THEY BITE IT.

THE EXECUTION/THE EXECUTION & CRAFT :

WE PRINTED THIS NEW, UNIQUE PRODUCT NAME ON EVERY SINGLE MATERIAL SUCH AS PACKAGES, POSTERS, MENU, AND EVEN ON THE RECEIPT.

THE RESULT :

THIS UNIQUE NAME CAUSED DRAMATIC RESPONSES ON TWITTER, NEWS SITES, YOUTUBE, AND ON TV SHOWS. THE MORE THE NEWS SPREAD, THE MORE IT DROVE PEOPLE TO THE RESTAURANTS. ・HEADLINED TWICE AT YAHOO! JAPAN ・BECAME THE NO.1 TRENDING TOPIC ON TWITTER ・THE MOST TWEETED PRODUCT NAME IN MCDONALD’S JAPAN’S HISTORY ・JPY169 MILLION↑ IN EARNED MEDIA ・TOTAL SALES WAS 2.5 TIMES MORE THAN LAST YEAR (ALL STOCKS WERE SOLD OUT)