GUMMI GUUM E.T. CAMPAIGN by Dentsu Inc. Tokyo, Hakuhodo DY Media Partners Tokyo, Hakuhodo Tokyo for Uha Mikakuto

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GUMMI GUUM E.T. CAMPAIGN

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Industry Business equipment & services, Corporate Image
Media Case study
Market Japan
Agency Dentsu Inc. Tokyo
Director Naomi Izumida
Agency Hakuhodo DY Media Partners Tokyo
Director Naomi Izumida
Chief Creative Officer Masaru Kitakaze
Executive Creative Director Taro Umemura
Creative Director Takao Yanagi, Tomohiko Kawanishi
Copywriter Tomohiko Kawanishi
Editor Fumihito Endo
Agency Hakuhodo Tokyo
Released October 2013

Awards

Asia Pacific Advertising Festival (AdFest) 2014
MEDIA LOTUS BEST USE OF RADIO SILVER

Credits & Description

SUB CATEGORY : BEST USE OF RADIO
COMPANY ENTERING : TOHOKUSHINSHA FILM CORPORATION, TOKYO
ENTRY TITLE : GUMMI GUUM E.T. CAMPAIGN
BRAND : GUMI GUUM
ADVERTISER : UHA MIKAKUTO. INC
ADVERTISING AGENCY : HAKUHODO INC./HAKUHODO DY MEDIA PARTNERS, OSAKA
CHIEF CREATIVE OFFICER : MASARU KITAKAZE
EXECUTIVE CREATIVE DIRECTOR : TARO UMEMURA
CREATIVE DIRECTOR : TOMOHIKO KAWANISHI/TAKAO YANAGI
COPYWRITER : TOMOHIKO KAWANISHI
MEDIA PLANNING DIRECTOR : TAKAO YANAGI
PLANNER : TAKESHI OSHII (HAKUHODO PRODUCTS)
ADVERTISER'S SUPERVISOR : YASUMASA YAMADA
SCRIPTWRITER : TOMOHIKO KAWANISHI
PRODUCTION COMPANY : TOHOKUSHINSHA FILM CORPORATION, TOKYO
DIRECTOR : RYOHEI KAWAKITA/NAOMI IZUMIDA
EDITOR : FUMIHITO ENDO
PHOTOGRAPHER : YUSUKE SUGA
PRODUCTION MANAGER : FUMIYA INADA
PRODUCTION PRODUCER : KOJI JOKE
SOUND PRODUCTION COMPANY : MR. MUSIC INC., TOKYO
MUSIC ARRANGER : TAKASHI FUKUSHIMA
SOUND DESIGNER : TAKASHI FUKUSHIMA
THE BRIEF : SPACE AD. THIS NEW TYPE OF ADVERTISING IS MEANT TOWARDS ETS. WE TRIED TO DRAW THEIR ATTENTION BY ADVERTISING UHA MIKAKUTO'S NEW PRODUCT, GUMI GUUM, WHICH SIMPLY RELEASES STRESS JUST BY CHEWING. WE ASSUMED WE COULD ATTRACT THE ETS' ATTENTION, SINCE THEY SHOULD HAVE GREAT STRESS UNDER SEVERE ENVIRONMENTS. PRESIDENT OF UHA MIKAKUTO BROADCASTED THE MESSAGE THROUGH RADIO WAVES USING A SPACE ANTENNA, WHICH IS ONLY ONE OF SIX IN THE WORLD. WE ALSO CREATED A CAMPAIGN THAT THE FIRST ET ARRIVING ON EARTH CAN WIN SPECIAL PRIZES. THOUGH, WE'RE STILL WAITING FOR THE FIRST APPLICANT FROM OUTA SPACE.
THE SOLUTION : THE CEO OF THE COMPANY HIMSELF BROADCASTED THE AD AND CAMPAIGN USING A GOVERNMENT OWNED ANTENNA TOWARDS ET’S. WE ALSO POSTED THE VIDEO OF HIS SPEECH ON YOU-TUBE AND ON THE WEBSITE, WHICH DREW ATTENTION OF EARTHLINGS AND CREATED A HUGE BUZZ.
THE RESULTS : GUMI GUUM HAS RECORDED A NO.1 WEEKLY SALES IN THE GUMMY CATEGORY. AND AFTER THE EXECUTION OF THE CAMPAIGN, IT WAS EXPOSED THROUGH OVER 127 MEDIA OUTLETS AND AS A RESULT, WE ACHIEVED 180% OF INITIAL SALES PROJECTION IN THE FIRST THREE MONTHS.