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  • SUB CATEGORY :
    INTEGRATED CAMPAIGN LED BY BRAND EXPERIENCE & ENGAGEMENT
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • TITLE :
    PLAY WITH YOUR FOOD
  • BRAND :
    SOH
  • ADVERTISER :
    LOTTE CO., LTD.
  • AGENCY :
    DENTSU INC., TOKYO
  • CREATIVE DIRECTOR :
    NORITAKA KOBUSE (DENTSU INC.)
  • COPYWRITER :
    YUSUKE TSUKAMOTO (DENTSU INC.)
  • ART DIRECTOR :
    YOHEI SAITO (DENTSU INC.)
  • ACCOUNT DIRECTOR :
    YAICHI KUBO (DENTSU INC.)
  • ACCOUNT MANAGER :
    MASATAKA WAKAMATSU (DENTSU INC.)
  • ACCOUNT EXECUTIVE :
    RYO ITO (DENTSU INC.)
  • COMMUNICATION PLANNER :
    JUNTA YOSHIKAWA (DENTSU INC.)/SATOSHI TAKAHASHI (DENTSU INC.)
  • PR PLANNER :
    MASAYA YOMARU (DENTSU INC.)/YU HORII (INITIAL INC.)/
    YUSUKE SHINODA (INITIAL INC.)
  • AGENCY PRODUCER :
    KOJI ABE (DENTSU INC.)
  • MEDIA AGENCY :
    DENTSU INC., TOKYO
  • MEDIA PLANNING DIRECTOR :
    SHUNSUKE KAGOSHIMA (DENTSU INC.)
  • CHIEF PRODUCER :
    HAYATO SATOMI (AMANA INC.)
  • PROMOTION PRODUCER :
    YUZURU SUZUKI (TOW CO.,LTD.)
  • PRODUCER :
    TAKANORI INAGAKI (HITO TO HITO INC.)/SHOHEI UEKI (AMANA INC.)/
    YUKI TAKEUCHI (SUNNY SIDE UP INC.)
  • DESIGNER :
    MASAYOSHI KAMATA (TAKI CORPORATION)/
    TAKUMI MIURA (TAKI CORPORATION)/
    NORIYUKI KOMURO (TAKI CORPORATION)
  • FILM PRODUCTION COMPANY :
    DENTSU CREATIVE X INC., TOKYO/DOMANI INC., TOKYO/
    TAIYOKIKAKU CO.,LTD.,
  • DIRECTOR :
    AKI KOSEKI (FREELANCE)/TAKURO WATABE (FREELANCE)/
    TORU SAWAI (SUNNY SIDE UP INC.)
  • FILM PRODUCER :
    TAKUMI SHIIHASHI (DENTSU CREATIVE X INC.)/
    NAOYA OGATA (DENTSU CREATIVE X INC.)/
    KEI TERAYAMA (TAIYOKIKAKU CO.,LTD.)
  • PRODUCTION MANAGER :
    NOBUYA MIZUGUCHI (DOMANI INC.)/NAOTO SUZUKI (TAIYOKIKAKU CO.,LTD.)
  • CAMPAIGN SUMMARY :
    THE ICE CREAM INDUSTRY IS IN A NEVER-ENDING RACE TO INVENT THE NEXT GREAT FLAVOR. AS A RESULT, IT HAS BECOME A LOT MORE DIFFICULT TO MARKET TRADITIONAL FLAVORS—A SITUATION THAT DID NOT BENEFIT LOTTE’S SOH VANILLA ICE CREAM. WE WONDERED WHETHER THERE WAS A WAY TO REBRAND VANILLA—SO WE RE-EXAMINED THE PRODUCT AND DISCOVERED SOMETHING. DUE TO ITS UNIQUE CUBE PACKAGING, SOH HAD THE LOOK OF A MARBLE BLOCK—SOMETHING A SCULPTOR MIGHT FASHION INTO A WORK OF ART. SO, WE INVITED THE PUBLIC TO “PLAY WITH THEIR FOOD” BY CREATING SCULPTURES OUT OF OUR SOH ICE CREAM. WE WANTED TO CREATE AN ENTIRELY NEW KIND OF EATING EXPERIENCE—ONE THAT COMBINED EATING FOOD WITH MAKING ART. TO ENCOURAGE THE PUBLIC TO GET ON BOARD WITH OUR CAMPAIGN, WE DEVELOPED 480,000 SPECIAL ICE CREAM SPOONS WITH SCULPTING TOOLS ON EACH END. WE THEN GAVE THEM TO THE PUBLIC FOR FREE,
    ON THE ONE CONDITION THAT THEY BUY A SOH AT A PARTICIPATING STORE. WE ALSO HANDED THE SPOONS OUT AT SOH-RELATED ICE CREAM SCULPTURE EVENTS, WHERE WE DISPLAYED WORKS CREATED BY THE PUBLIC. TV ADS SHOWED FAMOUS PEOPLE DISPLAYING THEIR SOH ICE CREAM ART, WHILE SOCIAL MEDIA PLATFORMS BEGAN TO FILL UP WITH WORKS THAT WE SOLICITED FROM THIRTY CELEBRITIES. FROM CUTE WORKS BY CHILDREN TO SURPRISINGLY DETAILED SCULPTURES, MANY IMAGES OF SOH ICE CREAM ART WERE UPLOADED TO SOCIAL MEDIA, GARNERING 100,000 LIKES AND NEARLY 8 MILLION SOCIAL MEDIA IMPRESSIONS. THE CAMPAIGN ALSO RECEIVED EXPOSURE ON OVER 1,000 ONLINE AND OFFLINE MEDIA, INCLUDING ON TV, WHICH PROVIDED PUBLICITY WORTH $5 MILLION. FOLLOWING THE CAMPAIGN, SALES OF SOH ICE CREAM AT STORES INCREASED 142%.
  • THE BRIEF :
    THE ICE CREAM INDUSTRY IS IN A NEVER-ENDING RACE TO INVENT THE NEXT GREAT FLAVOR. AS A RESULT, IT HAS BECOME A LOT MORE DIFFICULT TO MARKET TRADITIONAL FLAVORS—A SITUATION THAT DID NOT BENEFIT LOTTE’S SOH VANILLA ICE CREAM. WE WONDERED WHETHER THERE WAS A WAY TO REBRAND VANILLA—SO WE RE-EXAMINED THE PRODUCT AND DISCOVERED SOMETHING. DUE TO ITS UNIQUE CUBE PACKAGING, SOH HAD THE LOOK OF A MARBLE BLOCK—SOMETHING A SCULPTOR MIGHT FASHION INTO A WORK OF ART. SO, WE INVITED THE PUBLIC TO “PLAY WITH THEIR FOOD” BY CREATING SCULPTURES OUT OF OUR SOH ICE CREAM. WE WANTED TO CREATE AN ENTIRELY NEW KIND OF EATING EXPERIENCE—ONE THAT COMBINED EATING FOOD WITH MAKING ART.
  • THE STRATEGY :
    TO ENCOURAGE THE PUBLIC TO GET ON BOARD WITH OUR CAMPAIGN,
    WE DEVELOPED SPECIAL ICE CREAM SPOONS WITH SCULPTING TOOLS ON EACH END, AND GAVE THEM TO OUR CUSTOMERS FOR FREE. ESSENTIALLY, THESE WERE TOYS DESIGNED TO TRIGGER OUR CUSTOMERS’ CREATIVE IMPULSES—AND TO REMIND THEM THAT THERE WAS A TIME IN THEIR CHILDHOODS WHEN THEY USED TO PLAY WITH THEIR FOOD WITH TOTAL ABANDON. OUR GOAL WAS TWOFOLD. ONE WAS TO CREATE A USER-LED CAMPAIGN IN WHICH CUSTOMERS GENERATED CONVERSATION ABOUT THE CAMPAIGN BY UPLOADING THEIR FAVORITE WORKS OF ICE CREAM ART TO SOCIAL MEDIA. THE SECOND GOAL WAS TO REBRAND SOH VANILLA ICE CREAM AS AN EXCITING EXPERIENTIAL PRODUCT THAT LED ITSELF TO CREATIVE WORKS OF FOOD ART.
  • THE EXECUTION :
    FOLLOWING A PRESS CONFERENCE AND VIDEO LAUNCH, WE DISTRIBUTED 480,000 SPOONS TO SUPERMARKETS AROUND JAPAN, WHERE THEY WERE HANDED OUT FOR FREE TO CUSTOMERS WHO BOUGHT OUR ICE CREAM. TV ADS SHOWED FAMOUS PEOPLE DISPLAYING THEIR SOH ICE CREAM ART. MEANWHILE, WE SOLICITED WORKS FROM THIRTY CELEBRITIES—INCLUDING ILLUSTRATORS, COMEDIANS, ROCK BANDS, AND BASEBALL PLAYERS—AND ASKED THEM TO UPLOAD THEIR ICE CREAM ART TO SOCIAL MEDIA. WE THEN INCORPORATED THESE WORKS IN OUTDOOR AND ONLINE ADVERTISING. WE ALSO ORGANIZED SOH ICE CREAM SCULPTING EVENTS IN AREAS OF CENTRAL TOKYO THAT GET A LOT OF FOOT TRAFFIC, AND WE DISPLAYED WORKS CREATED BY THE PUBLIC. IN THE PROCESS, WE GENERATED ENTHUSIASM FOR A BRAND NEW EATING EXPERIENCE THAT INVOLVED PLAYING WITH ONE’S FOOD.
  • THE RESULT :
    FROM CUTE WORKS BY CHILDREN TO SURPRISINGLY DETAILED SCULPTURES, MANY IMAGES OF SOH ICE CREAM ART WERE UPLOADED TO SOCIAL MEDIA, GARNERING 100,000 LIKES AND NEARLY 8 MILLION SOCIAL MEDIA IMPRESSIONS. THE CAMPAIGN ALSO RECEIVED EXPOSURE ON OVER 1,000 ONLINE AND OFFLINE MEDIA, INCLUDING ON TV, WHICH PROVIDED PUBLICITY WORTH $5 MILLION. YOUTUBE CELEBRITIES UPLOADED UNSOLICITED VIDEOS OF THEMSELVES CREATING SOH ICE CREAM ART. EIGHTY PERCENT OF SURVEYED CUSTOMERS SAID THAT PLAYING WITH THEIR ICE CREAM IN THIS WAY MADE THEM FEEL HAPPY.
    WE CREATED A USER-LED CAMPAIGN IN WHICH CUSTOMERS GENERATED CONVERSATION ABOUT THE CAMPAIGN BY UPLOADING THEIR FAVORITE WORKS OF ICE CREAM ART TO SOCIAL MEDIA. WE REBRANDED SOH VANILLA ICE CREAM AS AN EXCITING EXPERIENTIAL PRODUCT THAT LED ITSELF TO CREATIVE WORKS OF FOOD ART. FOLLOWING THE CAMPAIGN, SALES OF SOH ICE CREAM AT STORES INCREASED 142%.
  • URL :
    https://lottesoh.wixsite.com/playwithyourfood