How do we bring to life Pocky’s philosophy of ‘Share Happiness’ to the always on, always on-the-go generation?

How do we bring to life Pocky’s philosophy of ‘Share Happiness’ to the always on, always on-the-go generation?

We know when they eat Pocky together, they will be happy together. So we created the Pocky Orchestra Road - a new way for them to walk together, and be happy together.

We programmed 5 different music instruments (bass, drum, guitar, piano, chorus) for each lane. The lanes will then play an orchestra of happy sounds when people walked on them together. We turned one of the most crowded subway station - where millions of youngsters walk through - into a ‘Share Happiness’ road.

Result

• 38,000 new Pocky WeChat followers

• Over 2.8 million online conversations

• The campaign film garnered over 5 million views

• Sales grew by 36% after this campaign was launched

We programmed 5 different music instruments (bass, drum, guitar, piano, chorus) for each lane. The lanes will then play an orchestra of happy sounds when people walked on them together. We turned one of the most crowded subway station - where millions of youngsters walk through - into a ‘Share Happiness’ road.