Cannes Lions

CORPORATE BRAND IMAGE

DENTSU KANSAI, Osaka / EZAKI GLICO CO. / 2011

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

We made a special car designed with and filled with GLICO’s products, and travelled to all 47 districts of Japan for 2 and a half months. Popular celebrities rode the Glicowagon spending “good time” with every 47 districts' local people. We contacted the consumers on many points; Glicowagon itself, a real time GPS map, a broadcasting view from the wagon, 14 documentary TVCs, 130 web movies, Tweets and replies, and events in 10 retail stores. People can not only see the journey in real and virtual, but also send a message to Glicowagon with the “Smile Chocolate Factory”.

Outcome

An uncountable number of people saw the Glicowagon. The website scored 1.3 million page views, people watched the 130 documentary travel movies. 4,807 people followed the Glicowagon Twitter account. 2,000 of 2,313 tweets are replies for mention on Twitter. 4,807 people followed Glicowagon twitter account. 35+ TV news, 60+ newspapers and 250+ internet news sites reported about the Glicowagon journey, a media value of more than 3.7 million dollars. We received many messages about the wagon for only this campaign, so we decided to use it as company business car.

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