Kyowa Hakko Kirin Case study LEGACY OF PASSIONS by Bilcom

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LEGACY OF PASSIONS

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Industry Health & Pharmaceutical Products
Media Case study
Market Japan
Agency Bilcom
Associate Creative Director Hayato Chaki
Executive Creative Director Takeshi Kamioka
Designer Takeharu Ishikawa
Released May 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: KYOWA HAKKO KIRIN
Product/Service: PHARMACEUTICAL
Agency: BILCOM
Date of First Appearance: Apr 5 2010
Entry URL: http://www.ranaextractive.com/works/award/2011/cannes/keifu/index.html
Account Director: Kurara Hayakawa (BILCOM)
Account Executive: Yasuhiro Morishita (BILCOM)
Executive Creative Director: Takeshi Kamioka (BILCOM)
Associate Creative Director: Hayato Chaki (BILCOM)
CreativeDirector/Art Director: Shinji Oota (RaNa extractive)
Designer: Takeharu Ishikawa (RaNa extractive)
Web Producer/Director: Mari Sasakura (RaNa extractive)
TV Producer: Kunimitsu Takahashi (Nikkei Visual)
TV Director: Kenichi Watanabe (Nikkei Visual)
Post Production: (Tokyo TV Center)
PR: Kinoe Tomohisa (BILCOM)
Media placement: TV - TV TOKYO - 5 April 2010
Media placement: YouTube - "JONETSU NO KEIFU" YouTube Official Channel - 5 April 2010
Media placement: Website - "JONETSU NO KEIFU"official Website - 5 April 2010
Media placement: Twitter - "JONETSU NO KEIFU"official Twitter - 5 April 2010
Media placement: IPad - "JONETSU NO KEIFU" Official IPad App - 3 June 2010
Media placement: Magazine - GOETHE - 24 May 2010

Describe the campaign/entry
For the corporate communication strategy of Kyowa Hakko Kirin Co. (who were targeting businesspersons around thirty to forty years of age) we initiated a triple-media strategy, utilizing third-party (e.g. television), owned (e.g. websites and iPad applications), and social media (e.g. Twitter and YouTube). The theme of this project is “JONETSU NO KEIFU” (or "LEGACY OF PASSIONS".). Not only do we transmit the "Passions" of the past and contemporary giants to the users through television, YouTube, and the website, but we also provide opportunities for the users themselves to pass on this information through Twitter. Additional information was conveyed through the iPad application and magazines.

Describe how the campaign/entry was launched across each channel in the order of implementation
We simultaneously publicized visual content called “JONETSU NO KEIFU” through television, YouTube, and a website. This strategy, utilizing multiple media, enabled the content to be exposed to a varied target audience. We also encouraged them to transmit their own impressions of this content via Twitter. Popular tweets, selected by users, were further retweeted using BOT. Additional information was conveyed through the iPad application and magazines, adding another dimension to “JONETSU NO KEIFU”.

Give some idea of how successful this campaign/entry was with both client and consumer
The goal for the client, Kyowa Hakko Kirin Co., was to increase recognition of the company name through this project. It is difficult to pass on information about the company to our target audience so we created content that would attract the target audience and build the company’s name “Kyowa Hakko Kirin” into it. The company’s message,” the pharmaceutical company making new history” was also built into the content. So users can receive the company’s name and its image from this content. Users can not only enjoy watching TV programs, YouTube, and the website, but also submit their own phrases on twitter. Selected phrases are sent to other users to cheer them up and users communicated about them.
As a result, more than 100 thousands of people experienced this campaign for just 3 month.
Visibility of Kyowa Hakko Kirin has increased 5 points in 12 weeks.
The campaign received more than 200 media exposure estimated at least 50 million yen.