Cannes Lions

DIGITAL LULLABY

HAKUHODO, Tokyo / LOTTE CO. / 2013

Case Film
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Overview

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Credits

Overview

Description

Create an impactful launch for the newly introduced chewy candy “Cafca” with an exclusively unique concept in order to overcome its invincible national competitor brand, and become #1 in the market within the first three months after launch.

Execution

We created the world’s first scientifically proven “tear stopper movie” which was effective on 96.2% of crying toddlers, relieving the most dreadful stress of all moms.

Outcome

4.1 mil views in (over) 130 countries.

In the first month after launch, the movie was used by 6.3 mil mothers around the world, and obtained free publicity worth over 48 thousand USD. It became indispensable to all moms, as their appreciation was reflected in the sales, which instantly outstripped its formerly invincible competitor to become #1 in the market.

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