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Industry Culture, Leisure & Sport
Media Direct marketing, Case study
Market Japan
Agency Dentsu Kansai
Copywriter Kei Suzuki
Creative Director Shinichiro Morikawa
Art Director Ai Ishimatsu
Released February 2010

Awards

Cannes Lions 2012
Media Lions Best Use of Print Bronze
Spikes Asia 2011
Promo & Activation Use of Media Bronze

Credits & Description

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.

The Direct marketing titled LET'S MAKE PIKACHU KABUTO was done by Dentsu Kansai advertising agency for Pokemon in Japan. It was released in Feb 2010.