Overview

To promote the original sweets brand “Sweets+” of the major convenience store “FamilyMart,” Kumunamu Entertainment Co., Ltd. cast the idol group SKE48, which is based in Sakae, Nagoya. We created a buzz by having SKE48 appointed to the “Sweets+ Advertising Department,” and held press conferences, launched collaborative products, and implemented original campaigns.

Activities

We consistently undertook the planning of promotion projects using SKE48, negotiations with the affiliated agency leading to the conclusion of a contract as an image character, and management after the contract. In addition, we were in charge of planning, production, and supervision of TV commercials by Famima.com.

By casting SKE48, which is popular nationwide, we maximized PR activities by planning topics such as holding a press conference for the appointment of advertising staff for FamilyMart’s original sweets brand “Sweets+” and developing collaborative products through the supervision of sweets products. At the same time, we aimed to attract not only women who like sweets but also male fans, and strived to acquire new customers.