We took full advantage of the mobile phone as today’s preferred media among Japanese youth. The simple game design, which allowed participants to find the “robber” (a QR code) hiding in the streets of Shibuya and win a digital prize, proved extremely successful, creating a snowball effect.

Today’s Japanese youth tend to not go out but stay home in their rooms instead. This campaign, which encouraged them to get out and run around, appropriately represented the product’s concept of playfulness and health benefits to its customers.

Less than only one out of every hundred new snack products survive in the Japanese retail market. In this extremely challenging environment, Chibi-poli still survives after generating much buzz as a result of a campaign that lasted for only several days.