| AME Awards, 2014 | ||
|---|---|---|
| use of medium | events | Finalist Certificate |
Award: Finalist Certificate
Competition: AME
Competition Year: 2014
Agency: Saatchi & Saatchi Fallon Tokyo
Agency Country: JAPAN
Agency City: Shibuya
Competition: 193 2014 AME Awards
Category: UM04 events
Category Group: use of medium
Brand/Sponsor: GODIVA
Item Company: SAATCHI & SAATCHI FALLON TOKYO
Item Country: JAPAN
Creative Director: Yoshishige Takei
Production Company: N/A
Production Company Producer: N/A
Product Type
VALENTINE'S DAY
Campaign Start 01 / 15 / 2013
Campaign End 03 / 31 / 2013
Campaign Ran Japan/Tokyo
Campaign Description
brand rejuvenation
Marketing Context
In Japan, only women give gifts to men on Valentine's Day, usually chocolate. Giving Godiva chocolate is considered premium and polite. But this also posed a problem as Valentine's Day had become ritualized and rather formal, lacking emotion and romance. While Godiva is well known and respected, consumers had lost the meaning of the love and emotion the brand was meant to represent. Our challenge: inject emotion into the brand and passion into the act of giving in order to increase awareness & sales despite a flat market, engaging not just Godiva's core target, but potential consumers as well.
Campaign Planning
To break through the indifference and formality, we devised a way to get women to hug in public. We got them to hug a specially developed mannequin that measured their hug quality! A custom designed hugging booth appeared in various locations leading up to Valentine's Day. We hoped to get 600 women participants. Each hug was photographed, rated and each hugger received a performance-rating certificate. All was uploaded onto their personal timeline, the campaign Facebook page & microsite for all to see. Sites contained daily updates and activities to stimulate participation, including an app allowing people to send virtual hugs.
Marketing & Media Strategy
There was no paid media used. The events were designed to gather many participants and become a que attracting attention at Godiva shops during this campaign period. Participants who hugged the mannequin became ambassadors of Godiva Love&Hug campaign, willingly uploading their photo / proof of love hugging photos, intending to go viral. As a result, the campaign earned significant PR, receiving great coverage in a wide variety of national news program, print and online publications.
Creative Strategy
The thinking behind the campaign is simple: Make the participation component irresistible. It breaks through the cultural status quo of Valentine gift giving in Japan in a playful way and encourages people to actively participate in the real world and online. There was an opportunity to inject some unexpected emotional value into Valentine's Day by asking women to express their feelings in a physical way, by hugging the mannequin in public and sharing their experience via social media. This campaign reflected the emotional brand values Godiva wanted to achieve, impacting popular culture in a fun and unusual way.
Evidence of Results
Our objective was to get 600 women to hug the mannequin in public and generate some buzz. In fact, over 6,300 women hugged the mannequin, with 37% sharing their experience via
Facebook, another 31% using mobile to share the event via Twitter, Pinterest, blogs, etc. Awareness of the Facebook page was astounding: a130% engagement rate, 6X the amount of other Food & Beverage pages. 34,000 users created a story for sharing, resulting in 3.5 million unique Facebook users seeing the content. Despite only being a 3 week campaign, earned over 7,000 Facebook Likes, and over 5,000 Google search results. High rating TV shows, web news and blogs picking up the Love & Hug story, earning $1.5 million in unpaid media. Sales increased by 8.5% despite the stagnant market.
Target Audience
Japanese women