Works » Fumakilla

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Japan
Agency MONSTER ULTRA
Art Director Ryota Baba
Director Hirofusa Matsumoto
Producer Yusuke Ueda
Executive Creative Director Norio Tanaka
Released January 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: FUMAKILLA
Product/Service: HAY FEVER REMEDY
Agency: MONSTER ULTRA
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: MONSTER ULTRA , Tokyo, JAPAN
Entry URL: http://www.youtube.com/user/hanadeblock#p/a/f/0/1irw5k_q_p4
Executive Creative Director: Norio Tanaka (ASATSU-DK)
Planner: Hirofusa Matsumoto (Monster Ultra)
Planner: Yoko Okubo (Monster Ultra)
Art Director: Ryota Baba (Monster Ultra)
Producer: Yusuke Ueda (Monster Ultra)
Director: Hirofusa Matsumoto (Monster Ultra)
Cinemaphotographer: Takeshi Hanzawa
Lighting Director: Yasuyuki Suzuki
Decorator: Keiji Yoshinuma (TYO)
Animator: Jun Tamukai (Caviar)
Music Producer: Hiroshi Kawagoe (Step)
Casting Director: Takako Haraki
Stylist: Mika Maeda (Bipost)
Hair & Makeup Artist: Kumie Watanabe
Offline Editor: Eri Ishida (Technicaland)
Online Editor: Nobuyuki Saito (Technicaland)
Production Manager: Koichi Okumura (Monster Ultra)
Production Assitant: Shinya Miyatake (Monster Ultra)
Media placement: TV - TV-Spot (Teaser) - 1 Feb 2010
Media placement: Internet - You Tube - 1 Feb 2010
Media placement: Internet - Twitter - 1 Feb 2010
Media placement: TV - Variety Show - 15 Feb 2010
Media placement: TV - TV-Spot - 15 Feb 2010

Describe the brief/objective of the direct campaign.
A mysterious beauty applies the cream below her nose. The promotion triggered the target to think, 'A beauty like her is doing such a thing, so why don’t I do it, too?'

Explain why the creative execution was relevant to the product or service.
A mysterious beauty applies the cream below her nose. The promotion triggered the target to think, 'A beauty like her is doing such a thing, so why don’t I do it, too?' The beauty was played by a popular comedienne in Japan. Many were curious about the 'real' identity of the beauty, and they accessed the 'making of' movie of the ad on YouTube. It was played for more than 3,000,000 times. (3 million times). Moreover, on Twitter, thousands of Tweets were posted for #hanablo, guessing who the beauty really was.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Hanablo is a cream that keeps pollens away just by applying it onto below your nose. However, those women are feeling it’s a bit unstylish to put something below their noses. The Question: What would we do to express the benefit of Hanablo to the consumers in need?

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.
1. The recognition rate of the product has risen by 16% compared to that of the previous year and has marked 74.4%. 2. Out of those who contacted the ad via multiple Medias, 47.6% went to the stores and 19.5% actually bought the product.

The Direct marketing titled HANABLO was done by MONSTER ULTRA advertising agency for product: Hay Fever Remedy (brand: Fumakilla) in Japan. It was released in Jan 2010.