SUB CATEGORY :

EFFECTIVE LOTUS: SMALL BUDGET

COMPANY ENTERING :

ORICOM CO., LTD., TOKYO

TITLE :

FROZEN COMICS

BRAND :

ITACHOCO ICE

ADVERTISER :

MORINAGA&CO.,LTD.

AGENCY :

ORICOM CO., LTD., TOKYO

CREATIVE DIRECTOR :

SHINNOSUKE SAKANAKA

COPYWRITER :

TOMOYUKI TAKI

ACCOUNT DIRECTOR :

KENICHI ORITA

ACCOUNT MANAGER :

KOKI HAMADA

FILM PRODUCTION COMPANY :

MARU INC., TOKYO

WEB PRODUCER :

KATSUHIRO NIWA

DIGITAL DESIGNER :

KEIGO KOWATA

ENGINEER :

TOMOHIKO ISHIZU

WEB PROJECT MANAGER :

SHIHO HASEGAWA

PRINT PRODUCTION COMPANY :

RED ROOSTER, TOKYO/CUBISM INC., TOKYO

RETOUCHER MANAGER :

MIZUKI MASUDA

RETOUCHER :

HITOMI TSUJI

DESIGNER :

TAKASHI SHIMOYAMA

CAMPAIGN SUMMARY :

THE PURPOSE WAS TO INCREASE THE NUMBER OF TRIAL USERS WITHIN A LIMITED BUDGET. THERE ARE TOO MANY COMPETING PRODUCTS IN ICE-CREAM SECTIONS TO STAND OUT. TO SOLVE THE PROBLEM, WE DESIGNED THE SIDE OF ICE CREAM PACKAGE TO RESEMBLE THE SPINE OF JAPANESE COMIC BOOKS AS IF THE COMIC BOOKS WERE LINED UP IN THE ICE CREAM SECTIONS. THE PACKAGE MAKES IT ENTERTAINING EXPERIENCE FOR RETAILERS TO LINE UP THE PRODUCTS IN THEIR ICE-CREAM SECTIONS AND FOR CONSUMERS TO DO THE SAME IN THEIR FREEZERS AT HOME. AS SOON AS WE LAUNCHED THE CAMPAIGN, A LOT OF CONSUMERS POSTED THE PICTURES OF THEIR FREEZERS LOOKING LIKE BOOKSHELVES WITH THE PRODUCTS AND IT SPREAD QUICKLY ON SOCIAL MEDIA. IN ADDITION, RETAIL STORES HOPPED ON THE BANDWAGON AND TURNED THEIR ICE-CREAM SECTIONS INTO BOOKSTORES AND ATTRACTED ATTENTION AT SALES FLOORS. A NUMBER OF MEDIA COVERED THE CAMPAIGN, THE SALES OF THE PRODUCT INCREASED TO ABOUT 160% AND THE NUMBER OF TRIAL USERS INCREASED A LOT AS WE SET THE GOAL.

THE BRIEF :

ITACHOCO ICE, WHICH WAS DEVELOPED FOR ADULTS, HAS A VERY GOOD REPUTATION FOR ITS TASTE. HOWEVER, THE AWARENESS OF THE PRODUCT FOR BOTH RETAILERS AND CONSUMERS WAS QUITE LOW BECAUSE OF NO MEDIA EXPOSURE OF MASS MEDIA LIKE TV COMMERCIALS. THE PURPOSE OF CAMPAIGN WAS INCREASING THE NUMBER OF TRIAL USERS AS MANY AS POSSIBLE WITHIN A LIMITED BUDGET.

THE STRATEGY :

HOW DO WE MAKE THE CAMPAIGN EFFECTIVE WITHIN A LIMITED BUDGET? FIRST OF ALL, WE FOCUSED ON SHOWCASES IN ICE-CREAM SECTIONS. WHILE ICE-CREAM SECTIONS FILLED WITH A WIDE VARIETY OF PACKAGES DESIGNED TO APPEAL ITS TASTE, NONE OF THEM STOOD OUT IN THE SECTIONS. THEREFORE, WE DESIGNED THE PACKAGE WHICH STANDS OUT IN ICE-CREAM SECTION AND MAKES CONSUMERS WANT TO TAKE A PICTURE OF IT. PARTICULARLY, WE SET ADULTS WHO LOVE JAPANESE COMIC BOOKS AS OUR PRIOR TARGET AND DESIGNED THE SIDE OF ICE CREAM PACKAGE TO RESEMBLE THE SPINE OF JAPANESE COMIC BOOKS AS IF THE COMIC BOOKS WERE LINED UP IN THE ICE CREAM SECTIONS TO ATTRACT THE ATTENTION OF TARGET. ALSO, WE FOCUSED ON JAPANESE COMIC CULTURE “OTONA-GAI” WHICH MEANS BUYING ALL THE VOLUMES AT ONCE WHEN YOU GROW UP AND GET A JOB. WE PROMOTED THE PRODUCT AS 10 VOLUMES IMPOSSIBLE TO BUY AT BOOKSTORES AND URGED CONSUMERS TO BUY THEM IN BULK LIKE “OTONA-GAI”.

THE EXECUTION :

FIRST, ON APRIL 6, 2020, WE ANNOUNCED THE LAUNCH OF "10 NEW VOLUMES OF POPULAR MANGA IMPOSSIBLE TO BUY AT BOOKSTORES" ON SNS. FROM APRIL 13TH, THE PRODUCTS WAS LINED UP AT SUPERMARKETS AND CONVENIENCE STORES NATIONWIDE. AS MENTIONED ABOVE, THE CAMPAIGN WAS VERY SIMPLE. AS WE EXPECTED, PICTURES OF THE PRODUCTS LINED UP IN ICE-CREAM SECTIONS ,WHICH LOOK LIKE BOOKSTORES, AND FREEZERS AT HOME ,FILLED WITH A BULK PURCHASE OF THE PRODUCTS, WHICH LOOK LIKE BOOKSHELVES SPREAD QUICKLY ON SNS. IT WAS COVERED BY A LOT OF NEWS MEDIA.

THE RESULT :

THE SALES OF THE MONTH, IN WHICH THE CAMPAIGN WAS LAUNCHED (APRIL), WAS 7.06 MILLION PIECES. IT HAD INCREASED TO 392% COMPARED TO THE AVERAGE SALES OF THE LAST THREE MONTHS. (THE SALES OF JANUARY:1.64 MILLION, FEBRUARY:1.80MILLION AND MARCH:1.97MILLION.) THE NUMBER OF STORES INTRODUCING THE PRODUCT INCREASED TO 250% AND THE SALES PER STORE INCREASED TO OVER 160%.