Japanese entrance exams are becoming more competitive every year.

The target of this project is high school students who are preparing for such examinations.

They need a high level of concentration when studying.

In Japan, glucose is attracting attention for its ability to maintain concentration.

RAMUNE glucose tablets, which contains plenty of glucose, has been used by some students preparing for exams.

Our goal was to establish RAMUNE as a study companion for students preparing for entrance exams.

Concept: The message only students can see.

We focus on the “red sheet”, a necessity for Japanese students to memorize for entrance exams.

By utilizing the effect of the red sheet, in which warm colors disappear and cool colors emerge, we created a gimmick in which a text represents a lazy appearance transforms to an encouragement message from the brand.

By incorporating this gimmick into a billboard, a seemingly mysterious text appears on the street, though once holding up the red sheet that the target students carry in their bags, the message was deployed in a way that only the target could receive.

The target high school students praised the project, and contributing to higher sales.

• PR value: $365,033

• Sales Lift: +41%