FRESH COMMUTE by Bilcom for Kracie Foods

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FRESH COMMUTE

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Industry Chewing-Gum
Media Promo & PR, Case study
Market Japan
Agency Bilcom
Creative Director Hayato Chaki
Released August 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: KRACIE HOLDINGS
Product/Service: FRISK CHEWING GUM
Agency Producer: Eiji Omiya (BILCOM)
Project Manager: Eiji Kumakura (BILCOM)
Planning Director: Koji Nozaki (BILCOM)
Campaign Planner: Yuko Matsuda (BILCOM)
Creative Director: Hayato Chaki (BILCOM)
Web Director: Yoichi Miyamura (Antonymous)
Production Designer: Tomoya Imai (Narra Design)
Assistant Art Director: Naomi Iwase (Narra Design)
Media placement: Twitter - FRISK Muscat Mint Official Twitter Account - 28 February 2011
Media placement: Website - FRISK Incredibly Fresh Campaign Website - 28 February 2011

Summary of the Campaign
According to market research, Japanese businessmen are the most sensitive people with new things, they feel the stress everyday because of commuting in the morning. Japanese commute lines, such as one in Tokyo, are famous for being incredibly packed.

Frisk has started a new campaign “INCREDIBLY FRESH COMMUTE”.
Twitter users can apply for the campaign really easily. The only thing they had to do was to Tweet “FRISK” on their Twitter account. Because of this simplicity, the user never felt the stress to fill out a long form and reveal their personal information. Also, even the user who never knew about the campaign could apply.
The unusual limousine service, with live classic music, grassland and a car interior decorated with flower fields only for the commute. Users could enjoy this gorgeous service instead of the “packed train”.

Because of the simplicity, and distinguishing incentive, the campaign had a huge impact on Twitter and on other social media websites. On the very first day of the campaign, tweets including “FRISK” increased 16 times thanks only to word of mouth.

The Situation
The stress of commuting is the big social problem in Japan. According to the market research, 90% of Japanese businessmen feel the stress of commuting and 60% of them complain about the overcrowded train. Therefore, we planned to give a “fresh commute” which is something you cannot experience on a usual train commute, for the release of a new Frisk flavour featuring “fresh”.

The Goal
There are lots of mint products and Frisk needs to establish more powerful branding. We have promoted the re-branding campaign of Frisk by targeting businessmen in their 20s-30s. We have run not only mass advertisement but also used social networks in order to spread the campaign information by word of mouth. Thus, we have been able to reach a large number of users through the trustworthy information which is recommended by their own friends.

The Strategy
We tried to develop an easy incentive and simple application. This innovative incentive chose a selected number of people to commute by the unusual gorgeous limousine service instead of a ”compressed train”. In the limousine, they can enjoy live classic music, grassland and a flower fields car interior. We carefully planned whether it would represent an “incredibly fresh commute”.
We developed the easy campaign entry system on Twitter. Twitter users could apply for the campaign really easily. The only thing they should do is to Tweet “FRISK” on their Twitter account.

Execution
We launched this campaign on 28th February 2011. We planned 2 months of the campaign and will select 5 winners in a draw. We assume that this campaign would spread by word of mouth on Twitter and expand to other social media. As a result, on the very first day of the campaign, we got more than 8,000 Tweets which is 16 times more, compared with the day before. Also, we got more than 20 publicity features on web media on the first day which was the beyond our expectation.

Documented Results
We received 15,425 tweets in the first 3 days after the launch of the campaign.
We got 63 publicity features in only one week of the campaign.
We assume that the numbers are huge but we cannot yet tell any results for the full campaign at the moment, because the campaign is still running.