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Category

Award

LOVE & POCKY

ClientGLICO
ProductCONFECTIONARY
EntrantBEIJING DENTSU ADVERTISING CO. Shanghai, CHINA
Type of EntryIntegrated
TitleLOVE & POCKY
Product/ServiceCONFECTIONARY
Entrant Company:BEIJING DENTSU ADVERTISING CO. Shanghai, CHINA
Advertising Agency:BEIJING DENTSU ADVERTISING CO. Shanghai, CHINA
Credits
Name Company Position
Jun Fujishima BEIJING DENTSU ADVERTISING CO.,LTD SH BRANCH CD
Ken Fukunishi Dentsu Tokyo Copy Writer
mio takase Art Director
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.