SUB CATEGORY :

BEST USE OF USER GENERATED CONTENT

COMPANY ENTERING :

I&S BBDO INC., TOKYO

TITLE :

M ART M'S

BRAND :

M&M'S

ADVERTISER :

MARS JAPAN LIMITED

AGENCY :

BBDO JAPAN, TOKYO

EXECUTIVE CREATIVE DIRECTOR :

MASAKI HONDA

CREATIVE DIRECTOR :

TAKENORI HASHIMOTO

ART DIRECTOR :

KANA KIKUCHI

DESIGNER :

ARIKA ISHIKAWA/CHIHIRO MAKINO

ACCOUNT EXECUTIVE :

AYAKA AWAIDE/SHUNSUKE ASAKA

STRATEGIC PLANNING DIRECTOR :

KAORI YATSU

STRATEGIC PLANNING MANAGER :

MARIKO GOTO

STRATEGIC PLANNER :

SEIICHIRO KOMAZAKI

AGENCY PRODUCER :

AYUMI ONOBU

MEDIA AGENCY :

KIRINZI, TOKYO/AUR, TOKYO

PR :

SATOSHI FURUSAWA/MASAYA UCHIDA

EVENT :

KEI SAKAI/MASATOSHI HAYASHI

FILM PRODUCTION COMPANY :

HIROMORI, TOKYO

CINEMATOGRAPHER :

HIRO NAGOYA

ART :

KAZUKI TAZAKI

FILM PRODUCER :

AYAKO HORI

PRINT PRODUCTION COMPANY :

SPOON INC., TOKYO

PRINT PRODUCER :

MIOKO NAKAZATO

CAMPAIGN SUMMARY :

WE RELAUNCHED M&M’S® AS NOT JUST A CHOCOLATE BUT A NEW PAINTING MATERIAL. THEN, PEOPLE CREATED THEIR ARTS WITH M&M’S® AND POSTED THEM ON SNS. OUR CAMPAIGN IS HIGHLY RESOPONSE-DRIVEN AND RELATIONSHIP-BUILDING BETWEEN CONSUMERS AND M&M’S®

THE BRIEF :

M&M’S® IS THE WORLD-FAMOUS FUN CHOCOLATE. HOWEVER, LATELY IN JAPAN, ITS SALES HAS BEEN DECREASING BECAUSE IT DOES NOT HAVE ANYTHING NEW. WITH ONLY LIMITED BUDGET, WE NEEDED A DRASTIC BUT SIMPLE IDEA TO PROMOTE THIS PRODUCT.

THE STRATEGY :

WE DISCOVERED “CHOCO-GRAPHY”, THE ART CREATED WITH M&M’S®, AND DECIDED TO USE THIS CREATIVE IDEA FOR PROMOTION BY PUTTING A PICTURE OF CHOCO-GRAPHY ON THE PACKAGE. IMMEDIATELY, MANY INCLUDING CELEBRITIES STARTED UPLOADING THE PICTURES OF THEIR OWN CHOCO-GRAPHY ON SNS.

THE EXECUTION :

PEOPLE CREATED THEIR ARTS WITH M&M’S® AND POSTED THEM ON SNS. OUR CAMPAIGN IS HIGHLY RESOPONSE-DRIVEN AND RELATIONSHIP-BUILDING BETWEEN CONSUMERS AND M&M’S®

THE RESULT :

233 MEDIA REPORTED (4 TV PROGRAMS INCLUDED) 83.5 MILLION JPY MEDIA EARNED. 48,000 LIKES ON SNS. FINALLY, WE EXHIBITED THEIR ARTS IN A MUSEUM.