Advertiser: F&N Brand: Oishi Creative Agency: - Credits: -
OishiGreenTea with 90% awareness and a sampling-led approach, saw trials languishing at 20% amongst youth. To drive trial amongst youth, we needed to be top-of-mind at the point-of-sale. To achieve this, we need to catch their imagination and be “mentally sticky.”
Insight, Strategy and the Idea
Youth are socially-conscious, therefore we looked to create a platform for self-expression that promises them a shot at fame – one that was also “ownable” – by leveraging our Japanese brand DNA and tapping into the youth’s affinity for anime. In partnership with No.1 anime channel Animax, Oishi created the first anime storyboarding contest “A Brush with Creativity.” Inspired by Brand’s 5 elements (green tea, mascot OishiNeko, and values of “fun”, “quirky” and “creative”), participants developed their most creative storyboards to stand a chance to see their masterpiece animated and aired on Animax.
The chance-at-fame was popularised via branded promos and TVC that ran across youth-centric channels (OneHD, Animax, AXN, Ria, Warna). To drive participation, creative workshops were held at 13 universities, teaching the art of storytelling via storyboarding. We engaged with 718 students, helping them translate their ideas into a story on paper. Over 25000 youth sampled the product during university workshop and roadshows. Participant’s creative storyboard concepts were then submitted on a microsite. To further integrate Oishi with anime culture, the Top 10 finalist was announced at the biggest anime event, AnimeXOver. This was followed by an online voting phase to select the winner, that was ultimately brought to life and screened on Animax, AXN and FoxFamilyMovie channels
Results and Effectiveness
For the first time in 3 years (during the campaign period): trial and past-4-weeks consumption hit a high of 43% and 27% respectively. Reversal in the brand’s previously bottom-2 scoring imagery factor (“Brand that helps me unwind” and “enjoy the moment”) to become its No.1 attribute. Source: MillwardBrown