LOVE & POCKY
| Client | GLICO |
| Product | CONFECTIONARY |
| Entrant | BEIJING DENTSU ADVERTISING CO. Shanghai, CHINA |
| Type of Entry | Integrated |
| Title | LOVE & POCKY |
| Product/Service | CONFECTIONARY |
| Entrant Company: | BEIJING DENTSU ADVERTISING CO. Shanghai, CHINA |
| Advertising Agency: | BEIJING DENTSU ADVERTISING CO. Shanghai, CHINA |
| Credits |
| Jun Fujishima |
BEIJING DENTSU ADVERTISING CO.,LTD SH BRANCH |
CD |
| Ken Fukunishi |
Dentsu Tokyo |
Copy Writer |
| Production House |
Pyramid Film Inc |
Film Production Company |
| Takafumi Izumi |
Pyramid Film Inc |
Director |
| Shi shu guang |
Pyramid Film Inc |
Editor |
| Masataka Hyuga |
Pyramid Film Inc |
Film Producer |
| Shen zhong hui |
Pyramid Film Inc |
Photographer |
Describe the campaign/entry:
Japan's largest confectionery maker GLICO 's POCKY is a favourite among the younger Chinese population, and is known amongst them as the "Love Snack". A campaign with the title "LOVE & POCKY" was initiated to increase sales of the product.
Give some idea of how successful this campaign/entry was with both client and consumer:
site page viewed: 134,207
session: 78,040
unique users: 74,317
sales: recorded 185% of last year's sales At the same time, we have given a unique opportunity of self expression for the innocent and pure, and for the late bloomers amongst the young people of China
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Establish the day 11/11 as official POCKY Day ( Confessions of Love Day ) Using TV spots, magazine ads and web ads, we are requesting and accepting entires from all China with a population of 1.3 billion people to（www.pocky-day.com）in the form of personal video clips on their confessions of love.
The winning video entry will be aired on TV on 11/11 at time 11:11 as a commercial.
