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FRYING PAN RELAY

DENTSU INC., Tokyo / TV SHOPPING LABORATORY CO. / 2015

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Overview

Credits

OVERVIEW

BriefExplanation

FlavorStone is a hot seller pan with its special non-stick coating.

In order to verify it, we try “a pancake relay” by 100 Japanese maid girls using a FlavorStone. Actresses are the real maids who work for maid cafes in Japan. They relay a pancake to their host with many acrobatic actions, but not burning the pancake.

EntrySummary

In Japan, there is a big market called ‘OTAKU market’. OTAKU people spare no expense to idols and anime they really love. If one is to make a viral movie in Japan,

OTAKU people cannot be ignored as they are the most active ones in the web communication. Maids and idols that appear in this movie are symbolic for Japanese OTAKU culture and have attracted attention from all over the world. This campaign chose Japanese OTAKUs as its communication target, people with the capability of making anything viral, to suggest new potential customers other than housewives.

Execution

To bring otakus to our side, we stick to the “real” Japanese maids who work at maid cafés in this campaign. They were so ideal for creating contact points between otakus and frying pans because they have been serving their masters, communicating with customers via dishes on daily basis. Maids are a symbol of Otaku cultures.

We visited the maid cafes many times, negotiated for the performance in the movie.

Finally, we succeeded in gathering 100 Japanese maid girls at one hall, and shot without any rehearsal

Every maid girl has her fans. After OA, posts about the campaign on their blog or personal media were spread by the respective fans. As a result, it became a huge success as a viral campaign.

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