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SUB CATEGORY :
USE OF DIGITAL & SOCIAL PLATFORMS
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ENTRANT COMPANY :
HAKUHODO INC., TOKYO
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TITLE :
PLAY NUTRITION
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BRAND :
CALORIEMATE LIQUID
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ADVERTISER :
OTSUKA PHARMACEUTICAL CO. LTD
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AGENCY :
HAKUHODO INC., TOKYO
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CREATIVE DIRECTOR :
NORIYOSHI NAKANO
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ART DIRECTOR :
KEI KAWABE
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COPYWRITER :
NORIYOSHI NAKANO
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AGENCY PRODUCER :
JUNPEI FUJITA
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ACCOUNT DIRECTOR :
NAOTO KAMIJO/TAKUO NAKAMURA/YURINA TAKASHIMA
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PLANNER :
KOSUKE SERA/JUNPEI FUJITA/ARISA IWAZAKI
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FILM PRODUCTION COMPANY :
RHINO STUDIOS INC., TOKYO
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GAME DESIGNER & GAME DIRECTOR :
KATSUYA TANIGUCHI
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ART DIRECTOR :
HIROYUKI TASHIRO
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CAMPAIGN SUMMARY :
Japan is the world’s third-largest gaming market.
But surveys show that many of the game developers
that support this industry
become so absorbed in their work
that they often neglect their nutritional needs.
How can we emphasize to them the importance of proper nutrition?
Calorie Mate Liquid balanced food product developed its own video game.
The game’s main character is a can of Calorie Mate Liquid.
In this action game, players control the can that has leapt out of the refrigerator
and deliver it to the game creator who is hard at work.
Along the way, the can mutters to itself frequently,
giving knowledge about the nutrients in the drink.
This idea was based on gaming conventions in which characters
give information to players by talking to themselves.
The gameplay is quite challenging and cannot be cleared without multiple retries.
That means the player has to listen to hundreds of comments from the can about nutrition.
This action game was released on Steam, the world’s largest PC gaming platform.
Immediately afterward, gaming commentators released a wave of playthrough videos.
As players competed for global rankings, streams surged in popularity.
A total length of 750 hours in gameplay videos were uploaded,
becoming the #1 trending topic on X.
Much of the gaming commentary was packed with product and nutritional information.
Users exceeded 130,000 in just one week,
and it was shown at the top of Steam’s “New & Trending” category for free games.
Lots of game creators gave it a positive response on social media,
and this promoted understanding of the product’s nutrients
and contributed to sales.
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CREATIVITY/IDEA/INSIGHT :
How can we emphasize to game creators the importance of proper nutrition?
Calorie Mate Liquid balanced food product developed its own video game.
The game’s main character is a can of Calorie Mate Liquid.
In this action game, players control the can that has leapt out of the refrigerator
and deliver it to the game creator who is hard at work.
Along the way, the can mutters to itself frequently,
giving knowledge about the nutrients in the drink.
This idea was based on gaming conventions in which characters
give information to players by talking to themselves.
The gameplay is quite challenging and cannot be cleared without multiple retries.
That means the player has to listen to hundreds of comments from the can about nutrition.
This action game was released on Steam, the world’s largest PC gaming platform.
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STRATEGY :
What kind of media can best engage game creators?
The answer is games. And gaming commentary.
To connect with this community, we developed our own game
that would fill gaming commentary, the hub of gaming culture,
with nutritional information about the product
and released it on Steam, the world’s largest PC gaming platform.
We also established guidelines to allow
streaming of gameplay videos from all stages
and opened this to gaming commentators.
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EXECUTION :
The game’s main character is a can of Calorie Mate Liquid.
In this action game, players control the can that has leapt out of the refrigerator
and deliver it to the game creator who is hard at work.
Along the way, the can mutters to itself frequently,
giving knowledge about the nutrients in the drink.
This idea was based on gaming conventions in which characters
give information to players by talking to themselves.
The gameplay is quite challenging and cannot be cleared without multiple retries.
That means the player has to listen to hundreds of comments from the can about nutrition.
Features of the game include enemies and stages that embody the struggles of game development, such as bug report lists and confusing project flowcharts.
- A copy of Japan’s most iconic gaming magazine Famitsu is hidden within the gameplay.
- Legendary voice actors from the gaming industry were cast to perform
With these and other elements, the game was developed to pay respect to gaming culture.
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RESULT :
Gaming commentators posted more and more play-through videos.
As players competed for global rankings and trophies, streams surged in popularity.
Over 700 gameplay videos were posted with total running time of over 750 hours.
Users exceeded 130,000 in just one week.
Much of the gaming commentary was packed with product and nutrition information
It was shown at the top of Steam’s “New & Trending” category for free games.
And it became a #1 trending topic on X (Twitter) and was featured in over 190 media.
It earned a huge response on social media from game developers.
The game promoted understanding of the product’s nutrients and helped to boost sales.
(Survey results for game creators who were aware of this campaign:
90% said they understood the product’s features, 95% showed intention to drink it)
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URL :
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