Cannes Lions

COCKTAIL

D2 COMMUNICATIONS, Tokyo / SUNTORY HOLDINGS LIMITED / 2004

Presentation Image

Overview

Entries

Credits

Overview

Execution

"Shake" has a very primitive connotation evoking fun and ecstasy. In the "TVCM", the primitive ape emotes instinctual desire; he cannot stop shaking "The Shake!" Watching this ape's evocative behaviour stimulates viewers minds. Viewers feel primitive vibes from watching the "TVCM" and receiving the "Mobile e-mail AD", but they don't feel ecstasy. Only by drinking "The Shake!" and playing the "Shake Game" can men and women finally "shake" each other.

Outcome

Before receiving the e-mail AD, the percentage of sampled targeted consumers who drank "The Shake!" was 10%. After receiving the e-mail AD, the percentage jumped up to 14%. On average, each person who downloaded the "Shake Game" introduced the Game to 2.5 friends.

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