Cannes Lions
TOEI ADVERTISING, Tokyo / MORINAGA & CO. / 2013
Overview
Entries
Credits
Execution
The campaign of musical invitation has an application of 100,000 or more people every year, and the 20,000 private contracts can see a musical.
Campaign is started from collection, a store window announcement, a TV commercial, a homepage, etc. are utilized, and it develops in whole Japan.
It continues every year during ten years, and stage production is also held.
I also renew stage production and music every year, and have you enjoy them from always new production.
A thing with a high rate of a repeater is also popular.
Outcome
Time holding was carried out for ten years, and questionnaires were collected for ten years.
The comment it "is wonderful" from 95% or more of consumers, "it having been impressed", and "I would like to see more" were collected every year.
Although a diet and prevention of tooth decay are important, a family becomes friendly not through ordinary chocolate but through chocolate, and a chocolate ball is Eko and can become kind to people.
It is produced as a theme of a musical every year.
Growth of the heart can be performed with chocolate.
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12 items