Branding: "LET'S MAKE PIKACHU KABUTO" Direct marketing by Dentsu Kansai

Type of entry: Use of Media
Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: THE POKÉMON COMPANY
Product/Service: BRANDING
Agency: DENTSU KANSAI Osaka, JAPAN
Creative Director: Shinichiro Morikawa (DENTSU INC. KANSAI)
Copywriter: Kei Suzuki (DENTSU INC. KANSAI)
Art Director: Ai Ishimatsu (DENTSU INC. KANSAI)
Describe the brief from the client:
To cheer up children in Tohoku on Children’s Day
The Pokémon Company that produces Pokémon expressed their wish to cheer up the children who live in the areas severely affected by the 3.11 earthquake and tsunami on Japan’s national holiday for children (May 5th).
Describe how the promotion developed from concept to implementation:
Since it is customary to exhibit a traditional warrior helmet on Children’s Day to pray for children’s health,
We designed a Pekachu folding helmet as part of the advertisement to be delivered.
Describe the success of the promotion with both client and consumer including some quantifiable results:
We distributed 2,000,000 issues of newspapers containing the Pikachu
Helmet　to the children at the shelters at Miyagi, Fukushima, and Ibaragi prefectures.
Our project attracted much public attention and was talked about on Twitters and various blogs,
And of course, was a big hit with the kids at the shelters.
Explain why the method of promotion was most relevant to the product or service:
Newspapers are delivered every day to the people living in temporary shelters in Tohoku. As such, it is the most dependable and direct media to deliver messages to the children.
Folding paper does not require any special tools, and children can amuse themselves as they make Pekachu　that popped out of a newspaper into a warrior helmet.