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Category

Award

HALLS 'AAAAN' PROJECT

ClientNIHON KRAFT FOODS
ProductHALLS
EntrantADK JAPAN Tokyo, JAPAN
Type of EntryMobile
CategoryMobile Applications and other Downloadable Tools
TitleHALLS 'AAAAN' PROJECT
Product/ServiceHALLS
Entrant Company:ADK JAPAN Tokyo, JAPAN
Advertising Agency:ADK JAPAN Tokyo, JAPAN
Credits
Name Company Position
fumitaka takano ADK creative director
atsushi matsumoto ADK copywriter
yuuya tanaka ADK campaign producer,planner
hiroo suzuki kayac.inc director
keita watahiki kayac.inc director
aoi ichikawa kayac.inc designer
koujiro seo kayac.inc programmer
nobuo ootsuka ADK senior account executive
akifumi imai ADK account executive
yukari abe ADK account executive
takashi sakai ADK communication planner
hitomi baba ADK communication planner
yuuji mori ADK casting director
yoshinori hagiwara armz producer
yusuke mukai armz production manager
kazuma ikeda p.i.c.s director
atsushi suzuki monster producer
wataru sato monster director

Brief Explanation

HALLS, the long-selling menthol candy was experiencing a gradually aging target. Our challenge was to develop a promotion that would break down the guard of a youthful target segment and encourage them to try HALLS.We used the evocative Aaaan (a girl pops food into a guy's mouth) as the hook to our promotion. Two measures were combined to trigger trial purchase(1)Distributed a wonder app, free of charge, with pin-up models delivering a virtual Aaaan (2)Mounted Aaaan product sampling events conducted by real-life pin-up girls.20,000+ downloads of Aaaan app (5x initial projections)HALLS revenue dramatically increased by approx 131%