Kyowa Hakko Kirin, which came into being with the merger of two major pharmaceutical companies in 2008, marked its five-year anniversary with a company value promotion campaign. The goal: to surpass the number of hits on our Thunderbirds tie-in promotional campaign the previous year with one featuring all-original digital content. We unveiled an interactive digital campaign with content that evolved along with the number of consumer participants. The number of visitors exceeded our goal, and the campaign was successful in promoting the value of our brand.

The digital campaign was online for four months between October 2013 and January 2014 at invisible-things.com. The site initially grew through word-of-mouth before experiencing a surge in visitors after being featured in media outlets such as Wired Japan and Web Designing as a forward-thinking initiative by a pharmaceutical company.

The site attracted 560,000 visitors, surpassing our Thunderbirds tie-in of the previous year. Our campaign was featured in articles and interviews with our client representative in magazines covering everything from business to design as an example of a forward-thinking initiative by a pharmaceutical company. Across social media, our project garnered attention for its artistic look and feel, and word-of-mouth demonstrated that our value appeal had won over our audience.