Cannes Lions

INCREASING MILK CONSUMPTION

DENTSU, Tokyo / JAPAN DAIRY COUNCIL / 2006

Awards:

1 Gold Cannes Lions
1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

By focusing on the insight of teenagers, we found that the things that will solve the various problems of youth are Milk (when they grow up/get stronger/sleep well and so on, Milk can solve them). So our message is "Milk for the blues of youth". With this message, we can build the strong relationship between benefits of Milk and the targets. Then, we allocated the best message the best time/location according to message management framework to maximize their involvement with the Milk category.

Outcome

As a result of the 8 month campaign mainly focusing on 2,220,000 high school students in the metropolitan area, 1,860,000 teenagers recognized the campaign of which 1,070,000 teenagers responded positively. 650,000 teenagers participated in our website campaign, posting 150,000 messages, successfully achieving 9,700,000PV with its high rate of returning visitors.And 810,000 students are now more inclined to drink milk, while 380,000 students now actually drink more milk.

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