Fit's Promo FIT'S DANCE CONTEST by Dentsu Inc. Tokyo

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Industry Chewing-Gum
Media Promo & PR
Market Japan
Agency Dentsu Inc. Tokyo
Director Hiroyuki Tanebayashi
Art Director Mitsuyo Hatano, Hideaki Yanagisawa, Makoto Shiokawa
Copywriter Hiroyuki Fukuda
Photographer Keiji Hasegawa
Released March 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: LOTTE CO.
Product/Service: CHEWING GUM
Agency: DENTSU
Date of First Appearance: Mar 23 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL:
Account Director: Kazuki Masuda (Dentsu)
Web Producer: Kensuke Takagi (Dentsu)
Web Producer: Takeshi Magoori (Dentsu)
Planner: Akiko Sagara (Dentsu)
Planner: Rie Tomiyasu (Dentsu)
Web Producer: Hiroki Nagao (D2 Communications)
Director: Hiroyuki Tanebayashi (Fourline)
Art Director: Hideaki Yanagisawa (Studio Tco)
Art Director: Makoto Shiokawa (Studio Tco)
Creative Director: Hisashi Hayashi (Dentsu)
Copywriter: Hiroyuki Fukuda (Dentsu)
Art Director: Mitsuyo Hatano (Dentsu)
Agency Producer: Miho Okahisa (Dentsu)
Production Company: Dentsu Creative X Inc.
Production Producer: Keisuke Kayama (Dentsu Creative X)
Content Manager Director: Naoto Nakanishi (Dentsu Creative X)
Photographer: Keiji Hasegawa (Pict)
Lighting Director: Ken Negishi (Pict)
Media placement: Website - Internet - 23 March, 2009
Media placement: TV Campaign - CX - 23 March, 2009
Media placement: Posters - Tokyo - 23 March, 2009

Describe the objective of the promotion.
Increase recognition of Lotte's new gum 'Fit's' among 20-29 year old audience using word-of-mouth.

Describe how the promotion developed from concept to implementation
Audiences were called upon to enter a Dance Video Contest on Youtube. To enter, users were told to post their own original versions of the Fit's chewy gum dance. A 1,000,000yen award was given to the entrant with the most views. Because entrants told others about the contest via blog/face to face, naturally acknowledgement of the campaign spread through WOM.

Describe the success of the promotion with both client and consumer including some quantifiable results
- Total number of Views on Youtube: 35,000,000 - World's Most viewed TV commercial video posted on Youtube Brand Channel. - 30,000,000 gums sold within 4months, over 2000% of the average sales speed.

Explain why the method of promotion was most relevant to the product or service

We focused on the fact that our targeted audience frequently connected with internet media to spread and collect information. We contructed our campaign so that entrants would feel a strong need to spread information about the contest, thus a viral effect will almost inevitably occur.