HAKUHODO Gravity

ROPE' PICNIC, 2018 AW, "DONNATOKIMO SONG BY MAYU MATSUOKA" campaign - Hakuhodo Gravity team was in charge of creative direction, planning, media buying, and PR. The challenge was how to increase brand awareness and sales without relying on TV commercials while establishing its position as a mass brand. As the core of the campaign, we appointed an actress, Mayu Matsuoka, and produced an original music video while covering Noriyuki Makihara's nationally famous song "Donna Toki mo (Even in Troubled Times)." In addition to digital AD using the music video, we conducted an integrated communication including outdoor advertising, TV and WEB PR. With the news that she was the first actress to attempt a song cover, the music received a lot of exposure, including three key TV programs (information programs) and over 200 web articles, and achieved one million views on YouTube. In addition, the video used in a wide range of digital, outdoor, and in-store advertisements gained a large reach and contributed to dramatically increasing brand awareness and sales.