Overview

A customer-participatory gift campaign. To convey the brand image of Kuroame as “deep and gentle,” we solicited “deep and gentle episodes” cherished by customers, and for the four outstanding entries, we implemented a campaign in which a popular picture book author created original picture books.

URL: https://www.kasugai.co.jp/kuroame/

Activities

① In order to convey the abstract image of “deep and gentle” to consumers, we set visualizing the image as a strategy. We solicited the image of “deep and gentle” that each person envisions as an episode, and by turning that episode into a picture book, we aimed to promote brand communication.

② We planned and designed the campaign, casted a popular picture book author, produced YouTube read-aloud videos by popular voice actors, and disseminated campaign information through tie-ups with radio programs.

③ The first campaign garnered over 1,400 applicants. It has been decided to implement it as an annual campaign.