Cannes Lions

GUMMI GUUM E.T. CAMPAIGN

TOHOKUSHINSHA FILM CORPORATION, Tokyo / UHA MIKAKUTO / 2014

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Overview

Entries

Credits

Overview

Execution

The CEO of the company himself broadcast the ad and campaign using a government owned antenna towards extraterrestrials.

We also posted the video of his speech on You-tube and on the website, which drew attention of Earthlings and created a huge buzz.

Outcome

GUMI GUUM has recorded a No.1 weekly sales in the gummy category. And after the execution of the campaign, it was exposed through over 127 media outlets and as a result, we achieved

180% of initial sales projection in the first three months.

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