Toothbrush Hero by Hakuhodo Tokyo for Hi Chew

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Toothbrush Hero

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Industry Bars, Candies
Media Film, Digital, Interactive & Mobile
Market Japan
Agency Hakuhodo Tokyo
Released March 2013

Credits & Description

Media: Online
Category: Health & Beauty
Agency: Hakuhodo
Brand: Hi-Chew
Geo: Asia, Japan
Challenge: Our challenge is to encourage children to brush their teeth as a No.1 candy brand, Hi-Chew's corporate social responsibility. Also, earn trust from mothers who actually buy the product.
Core idea: Toothbrush hero. To answer is to turn hateful tooth brushing into a kids loving rhythm game. Tooth-brushing is done while children play and compete for the points!
Results: We invented this device, let kids experience at events, made it into a movie and help a campaign to win the chance to experience Toothbrush Hero. 30 thousand people applied for the prize promotion. Starting with Yahoo, other main news websites covered it. "To have fun" is the key to the activation of childcare and business.
Advertising Agency: Hakuhodo, Tokyo, Japan