Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: OTSUKA PHARMACEUTICAL
Product/Service: POCARI SWEAT SPORTS DRINK
Date of First Appearance: Jul 14 2009 12:00AM
Entrant Company: HAKUHODO DY MEDIA PARTNERS INC., Tokyo, JAPAN
Entry URL: http://www.saga-s.co.jp/asekaki/works.html
Creative Director/Media Producer: Kazuhiro Suda (Hakuhodo)
Media Producer: Mayumi Morinaga (Hakuhodo DY Media Partners)
Editor: Kiyohide Ushijima (Saga Shimbun)
Teacher: Nobuhiro Yoshinaga (Arita Technical High School)
Producer: Toru Suzuki (Pyramid Film Quadra)
Media placement: Web Site - Saga Shimbun Community Site - 24/08/2009
Media placement: Web Archive - UGOMEMO HATENA Site - 24/08/2009
Media placement: Newspaper - Saga Shimbun - 26/08/2009
Media placement: Class - Arita Technical High School - 14/07/2009
Results and Effectiveness
All the commercials created by students were uploaded to site, and the special art class earned media coverage on local newspaper and TV.
Four excellent pieces out of 38 commercials created in the class actually appeared in the newspaper as Pocari Sweat ads in four-frame comic strip format.
With this as a start, more than 1,000 Pocari Sweat flipbook-style animations imagining “sweat in daily life” have been uploaded.
We utilised the young targets' standard use of DSi, and used it as a key medium to reach them as they devote much of their time playing with it.
We teamed up with school and had students make their original commercial for Pocari Sweat with the theme “sweat in daily life”, in art class, using DSi’s preloaded Flipnote Studio function, which allows users to create flipbook-style animation.
Insights, Strategy & the Idea
Pocari Sweat, Japan’s leading refreshing drink has been popular among the young target, especially among those engaged in sports.
Pocari Sweat wanted to reinforce the brand image that Pocari Sweat is also for those doing non-sporting activities and make them engaged with the brand.
The Promo / PR Ad titled UGC IN CLASSROOM was done by Hakuhodo Tokyo advertising agency for product: Pocari Sweat Sports Drink (brand: Otsuka Pharmaceuticals) in Japan. It was released in the Jul 2009.