HAPPY POCKY FACES!

It was an approach centered by an offline event which precisely captured the insight of the target consumers. Starting from those event participants, the campaign motivated the huge number of people online. In other words, this is an outstanding O2O, Offline-to-Online campaign. In response to Chinese digital natives’ unique self-expression desire to convey their feelings and emotions using digital technologies, we held a real time-selfie-installation by applying face recognition technology and more than 1,300 POCKY packages. When you stand in front of this device, it captures your facial expression or poses and creates the image with packages in real time. We cooperated with “Meipai”, an app. with No. 1 download number on the internet. The social explosion on the internet was huge, influential and very successful.

Thus, we created relevance between brand and target and aimed to increase repeat purchase rate.

The key message of the campaign is “Share your smile, Share your happiness!” POCKY considers “Share Happiness” as its brand value. It values not only the taste, but also how people can share happiness when they are eating POCKY together.

The idea of the campaign is that people share their emotions individually by using POCKY packages. This is an approach which can connect with a wider target audience online by sharing the self-expressions of the digital natives participated in the off-line event

We developed an innovation selfie machine especially for this campaign, called “HAPPY POCKY FACE”. Which is a device reflecting people’s faces and poses into the screen equipped with a large amount of POCKY packages when they stand in front of the monitor installed in the event on June16-21,2015 at Shanghai LAIFUSHI PLAZA and November7-11,2015 at Beijing DONGFANGXINTIANDI.

At the same time, similar patterns have been made on “Meipai” as well, offering opportunities to express themselves through faces, poses, and short messages. As this is the first non-mass media campaign for GLICO, we limited the use of media in this way to test the efficiency of the diffusion by offline and online events.

This event became a platform making the most of the latest technology for self-expression, and strongly induced the participants to share and comment. Due to the collaboration of self-expression offline and “Meipai” APP online, it maximized the diffusion in digital world, and created the marketing impact regarding the emotional connection with the brand.

Finally, 15,000 people participated in this event. The video was played over 12 million times on Youku and Iqiyi. It ranked in Weibo's hottest topics TOP 5, and 93 million people read the article. Followers of Wechat increased 34,000. and Pocky sales increased 10% (26,000,000 box) as well, compared to the last year.

15,000 people participated to this event on June 16-21, 2015 at Shanghai LAIFUSHI PLAZA and November 7-11, 2015 at Beijing DONGFANGXINTIANDI. The video was played over 12 million times on Youku and Iqiyi. It ranked in Weibo's hottest topics TOP 5, and 93 million people read the article. Followers of Wechat increased 34,000. and Pocky sales increased 10% (26,000,000 box) as well, compared to the last year. We vitalized communication among young people, and created presence for pocky in young people's life.