Cannes Lions

SOFT CANDY

DENTSU KANSAI, Osaka / UHA MIKAKUTO / 2009

Presentation Image

Overview

Entries

Credits

Overview

Execution

We designed the website interface for making TV commercials to be extremely simple; just select a setting, the characters and their dialog from 13 settings, 11 characters and 768 dialogs. The possibility of commercial variation that people can make was infinite. So people made and watched more and more commercials on the website. When the website was excited, the ratings of the TV program which actually broadcasted the contest winner commercials raised. It took only a week for 10,000 Puccho commercials to be made on the website.

Outcome

Even though no media was used, including banner ads or buzz seeding, people created more than 110,000 commercials on the website. Those who accessed the website viewed the commercials more than one million times. That figure is equivalent to 7% GRP of the target population. Ratings for a TV program during which the winning commercials were broadcast were 34% higher than usual.

The website has remained open after the contest's completion and persons who access it continue to create their own commercials and view those made by others. The result was an increase in Puccho sales to a record high!

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