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TOHATO: WORLD'S WORST WAR
| See full size 600x450 px | |
| Released: | June 2008 |
| Avertiser: | TOHATO |
| Agency: | HAKUHODO |
| Country: | Japan |
| Category: |
Savoury foods
|
| Awards: |
Cannes Lions 2008 Cyber Bronze
|
Credits:
http://caracon.jp/pr/game/top_en.html
Type Of Entry: Other Interactive Digital Media
Title: WORLD'S WORST WAR
Advertiser/Client: TOHATO
Product/Service: HOT PEPPER SNACKS
Entrant Company, City: HAKUHODO, Tokyo
Country: JAPAN
Advertising/Web Design Agency, City: HAKUHODO, Tokyo
Country: JAPAN
Title: WORLD'S WORST WAR
Advertiser/Client: TOHATO
Product/Service: HOT PEPPER SNACKS
Entrant Company, City: HAKUHODO, Tokyo
Country: JAPAN
Advertising/Web Design Agency, City: HAKUHODO, Tokyo
Country: JAPAN
Credit Details:
| Name | Position | Company |
| Masaru Kitakaze | Senior Creative Director | HAKUHODO |
| Katsuhiko Suzuki | Creative Director | HAKUHODO |
| Taku Tsuboi | Copy Writer | HAKUHODO |
| Katsuhiko Suzuki | Art Director | HAKUHODO |
| Yusei Kakizaki | Designer | HAKUHODO |
| Shuhei Kuwabara | Designer | HAKUHODO |
| Ryo Kadowaki | Designer | |
| Yoshinori Wako | Account Executive | HAKUHODO |
| Mitsugu Yabe | Producer | |
| Mitsugu Yabe | Web Director | |
| Production Company | SLIED |
Synopsis:
We created two similar products with the purpose of having them compete against one another. We hoped to build intense brand loyalty for both products. We produced a war game pitting an army lead by each character. Purchasers could participate by scanning the QR code on the package with their mobile phones. We made systems whereby players could get stronger by summoning friends or by winning points. Product sales increased and the number of participants exceeded 10,000. The campaign proved an exceptional success while building strong affinity between the Tyrant brand and customers.