Ezaki Glico DM TRANS-JAPAN GLICO WAGON by Dentsu Kansai

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Japan
Agency Dentsu Kansai
Executive Creative Director Hitoshi Sato
Creative Director Tomoaki Tsuji
Art Director Masaki Fukumori
Copywriter Junichi Harima, Masaki Tanaka
Producer Tetsuya Sato, Hidekazu Takagi
Released December 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: EZAKI GLICO
Product/Service: GLICO BRAND IMAGE
Date of First Appearance: Dec 2 2010
Entrant Company: DENTSU KANSAI, Osaka, JAPAN
Entry URL: http://wagon.glico.jp/
Executive Creative Director: Hitoshi Sato (Dentsu)
Creative Director: Tomoaki Tsuji (Dentsu)
Copywriter: Masaki Tanaka/Junichi Harima (Dentsu)
Web Director: Yasuhiro Tsuchiya (Dentsu)
Producer: Tetsuya Sato (Hori Pro)
Producer: Hidekazu Takagi (Hori Pro)
Project Manager: Makoto Kanemaru (Hori Pro)
Project Manager: Rei Kunimoto (Hori Pro)
Project Manager: Naoko Ikematsu (Hori Pro)
TVC Director: Shinya Seki (Gram Creative)
Web & Device Producer: Seiichi Saito (Rhizomatiks)
Technical Director: Hidenori Chiba (Rhizomatiks)
Flash Engineer: Sumito Kamoi (Rhizomatiks)
Web Art Director / Director: Hiroyasu Kimura (Rhizomatiks)
Device Programmer: Motoi Ishibashi (DGN)
Device Programmer: Takashi Suzuki (Buffer Renaiss)
Art Director: Masaki Fukumori (Three & Co.)
Public Relations Director: Keiji Hayashi (Dentsu)
Event Director / Car Producer: Hiromichi Kubo (Dentsu)
Event Planner / Car Producer: Yusuke Mineno (Dentsu)
Media placement: TV Commercial - 14 Spots - All Over Japan ( Fuji Television Network, Inc. Etc.) - 2 December 2010 - 7 March 2011
Media placement: WEB - Wagon.glico.jp - From 2 December 2010
Media placement: Point-Of-Sale Event - 10 Places - ARCS Supermarket In Hokkaido Etc.(ARCS COMPANY, LIMITED) - From 4 December 2010
Media placement: Photo Session - Over 20 Places - Kubo Pharmacy In Naze, Kagoshima Prefecture Etc. - From 4 December 2010
Media placement: Mini Factory - The Factory Of GLICO In Kansai ( Ezaki Glico Co., Ltd.) - From 8 December 2010

Describe the brief/objective of the direct campaign.
Snacks, foods etc… GLICO have many popular products, on the contrary, the brand image of GLICO itself is comparatively weak. To maximize the multiplier effect between brands’ popularity, we must empower GLICO’s brand image as a company distributing “good taste, good health and smile” to all over Japan.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We made a special car designed with and filled with GLICO’s products, and travelled to all 47 districts of Japan for 2 and a half months. Most popular celebrities ride glicowagon spending “good time” with every 47 districts local people. We contacted to the consumers at many points; glicowagon itself, real time updating GPS map, broadcasting view from wagon, quickest ever on aired 14 documentary TVCs, 130 web movies, Tweets and Replies, and events in 10 retail stores. People can not only see the travel in real and virtual, but also send a message to glicowagon with “Smile Chocolate Factory”.

Explain why the creative execution was relevant to the product or service.
GLICO’s company policy is to provide “good taste, good health and smile” to all over Japan. And the communications of its popular products are based on TVCs. But in this campaign, people can not only watch and experience but also participate in the travel with sending their smile through the website. So this integrated campaign, from TVCs through real time website and social medias to promotion events, by travelling all over Japan with a special car, is highly effective to provoke people’s mind the GLICO’s familiar brand image.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Uncountable number of people watched glicowagon. The website scored 1.3 million page views, people watch 130 of documentary travel movies. 4807 people followed glicowagon twitter account. 2000 of 2313 tweets are replies for Mention on Twitter. 4807 people followed glicowagon twitter account. 35+ TV news, 60+ newspapers and 250+ internet news sites reported about this glicowagon travel, it finally worse more than 3.7 million dollars. We received many messages about the wagon for only this campaign, so we changed to use it as company business car.