Kirin Promo PANDA SENSEI! REALLY EXISTS! by Hakuhodo Tokyo

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Industry Non-alcoholic drinks, Coffee, Tea, Breakfast Drinks
Media Promo & PR
Market Japan
Agency Hakuhodo Tokyo
Creative Director Tomoki Harada
Art Director Kotaro Hirano Hakuhodo Inc.
Designer Yusuke Namito
Released March 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Product/Service: GREEN TEA DRINK
Date of First Appearance: Mar 2 2009 12:00AM
Entrant Company: HAKUHODO, Tokyo, JAPAN
Executive Producer: Kazuhisa Arakawa (Hakuhodo)
Creative Director: Tomoki Harada (Hakuhodo)
Art Director: Kotaro Hirano (Hakuhodo)
Designer: Yusuke Namito (Hakuhodo)
Coprwriter: Kanako Ishioroshi (Hakuhodo)
Account Manager: Hiroki Shimoda (Hakuhodo)
Account Planner: Noriyuki Kanemaru (Hakuhodo)
Event Producer: Masahiro Tomura (Hakuhodo Product's)
Web Producer: Yasunori Narazaki (Osa-Mayol)
Media placement: TV Campaign - 1 Spots - All JAPAN - 4 March 2009
Media placement: Outdoor Media - Tokyo/osaka/nagoya/sapporo - 2 March 2009
Media placement: Event - Tokyo/osaka/nagoya/sapporo/fukuoka - 7 March 2009
Describe the objective of the promotion.
Namacha is a PET bottled green tea, enjoyed by a broad range of consumers in Japan.Of late, competition in the bottled green tea market has intensified as numerous brands fight over market shares. The main issues, on which the brand’s survival depended, was differentiating Namacha from other brands and strengthening its ties with consumers.
Describe how the promotion developed from concept to implementation
A strong character “Namacha Panda Sensei ! ” was developed.“Sensei” means “master.”He played the leading part in this integrated campaign,TV-CM,outdoor media,event and website.He is nothing less than the living embodiment of Namacha. Therefore, he lives, naturally, inside a PET bottle.He was put on earth to communicate the goodness of Namacha to all. When consumers tried to purchase a bottle of Namacha from a vending machine, they received a bottled Namacha Panda Sensei instead!The act of purchasing a product was transformed into a fun, emotional experience.
Describe the success of the promotion with both client and consumer including some quantifiable results
All 60,000 bottles for the event were sold out.This was a phenomenon in which people woke up early in the morning and 2,500 people stood in line for three hours a day to purchase Namacha; it created tremendous buzz. A website, where consumers could have conversations with Namacha Panda Sensei received an astounding 12.5 million PV’s during the six months.This was 50 times more than the previous year and more PV’s than any other Kirin website had received.The website received over 250,000 unique users. The campaign successfully created a strong tie between the brand and consumers.
Explain why the method of promotion was most relevant to the product or service
The consumer does not move only by product information anymore, in the case of a low price product like a PET bottle drink.The consumer desires emotional pleasure to be provided by shopping. By utilizing "Namacha Panda Sensei", the consumer has friendly feeling and makes friends with the brand. It is important that he really talks with each consumer through the website and his blog.He went beyond being a simple advertising character to become a “live” friend that moved consumers’ hearts. He created profound new emotional connections with customers.