HALLS “AAAAN” PROJECT by ADK Asatsu-DK Tokyo for Halls

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HALLS “AAAAN” PROJECT

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Industry Lollipops
Media Promo & PR
Market Japan
Agency ADK Asatsu-DK Tokyo
Director Wataru Sato, Hiroo Suzuki, Kazuma Ikeda, Keita Watahiki
Creative Director Fumitaka Takano
Copywriter Atsushi Matsumoto
Designer Aoi Ichikawa
Producer Yoshinori Hagiwara, Atsushi Suzuki
Released October 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: NIHON KRAFT FOODS
Product/Service: MENTHOL SWEETS
Agency: ADK JAPAN
Date of First Appearance: Oct 18 2010
Entrant Company: ADK JAPAN, Tokyo, JAPAN
Creative Director: Fumitaka Takano (ADK Japan)
Copywriter: Atsushi Matsumoto (ADK Japan)
Campaign Producer/Planner: Yuuya Tanaka (ADK Japan)
Director: Hiroo Suzuki (Kayac)
Director: Keita Watahiki (Kayac)
Designer: Aoi Ichikawa (Kayac)
Programmer: Koujiro Seo (Kayac)
Senior Account Executive: Nobuo Ootsuka (ADK Japan)
Account Executive: Akifumi Imai (ADK Japan)
Account Executive: Yukari Abe (ADK Japan)
Communication Planner: Takashi Sakai (ADK Japan)
Communication Planner: Hitomi Baba (ADK Japan)
Casting Director: Yuuji Mori (ADK Japan)
Producer: Yoshinori Hagiwara (Armz)
Production Manager: Yusuke Mukai (Armz)
Director: Kazuma Ikeda (p.i.c.s)
Producer: Atsushi Suzuki (Monster)
Director: Wataru Sato (Monster)
Media placement: Sampling - Station,Field - 18/10/2010
Media placement: Apri - i-Phone,i-Pad - 18/10/2010

Describe the objective of the promotion.
HALLS, the long-selling menthol candy was experiencing a gradually aging target. Our challenge was to develop a promotion that would break down the guard of a youthful target segment and encourage them to try HALLS.

Describe how the promotion developed from concept to implementation.
We used the evocative “Aaaan” (the kindly expression of affection in which a girl pops food into a guy’s mouth) as the hook to our promotion.

Explain why the method of promotion was most relevant to the product or service.
Two measures were combined to trigger trial purchase:
(1) We distributed a wonder app, free of charge, with pin-up models delivering a virtual “Aaaan ”.
(2) We mounted “Aaaan” product sampling events conducted by real-life pin-up girls.

Describe the success of the promotion with both client and consumer including some quantifiable results.
20,000+ downloads of “Aaaan” app (5x initial projections).
HALLS revenue dramatically increased by approx 131% (compared to the previous year).