Cannes Lions

ICE NO MI

ENGINE FILM, Tokyo / EZAKI GLICO CO. / 2012

Awards:

2 Silver Cannes Lions
Film
Film
1 of 0 items

Overview

Entries

Credits

Overview

Execution

To jump start Aimi's career, we arranged that she would make her debut as a new member of AKB48, the most popular idol group in Japan.

Aimi should attract the young with her image of "Mysterious new member of AKB48". So, keeping her identity secret and mysterious was crucial in our campaign.

We designed her career very carefully, from her debut as a cover girl of the popular magazine, to the announcement of her appearance on Ice No Mi TV commercial, to the broadcasting of it, and finally to revealing her true identity on posters all over town.

Outcome

TV news reports, 94 programmesNews and magazines reports, 270 articlesNews websites reports, 1,158 sites58,000 tweets, attracting 1m followersThe Ice no mi website received close to 74m views or 60% of the population of Japan. The promotional value of this campaign has come to roughly 3bn yen. Because of the campaign, sales doubled from the previous year.In the end, our promotional campaign succeeded in gaining name recognition for Ice no mi, and also in branding the product with the exciting and challenging image with the positive energy.

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