Tokyo - "In Japan it is not common to see overt physical displays of affection in public places. In other words, this is a nation that bows to each other rather than hugs in public. This is quite different compared to some places in Europe and the Americas where hugging and kissing is a common part of greeting friends and family. With Saatchi & Saatchi Fallon's help, Godiva is out to change that, at least for Valentine's Day," explains Jérôme Chouchan, Managing Director of Godiva in Japan.
The campaign rewards people for hugging a specially engineered mannequin. Each hug given the mannequin is measured and rated using technology built into the dummy. The hugger receives a certificate rating their hug quality and a photo of them hugging the dummy is uploaded onto the Godiva campaign site as well as their personal Facebook page. They receive a prize for their effort and can potentially win a more substantial gift. On the campaign site you can even send a virtual hug to someone using an online game created by the agency.
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.
For those of you reading this outside of Japan, you may be surprised to learn that the tradition of Valentine's Day is different in Japan than in other places. On Valentine's Day, women give gifts to men. Then one month later on White Day, men reciprocate with gifts to the women who previously gave them gifts. We felt there was room to inject some unexpected emotional value into Valentine's Day by asking women to actually express their feelings in a physical way by hugging the mannequin in public and uploading their experience onto social media so it can be shared.
This campaign reflects the emotional brand values of Godiva and has an impact on the popular culture in a fun and unusual way.
The mannequin hugging booth will make appearances at various Godiva store locations around Japan. So far thousands of people have lined up to hug the mannequin and post their photos. Momentum online and at the actual store locations will intensify as Valentine's Day nears.
Campaign Site: http://www.facebook.com/GodivaLoveandHug
Facebook Page: http://www.godivaloveandhug.jp
The public press is also starting to notice the campaign. Coverage includes stories by TV Asahi and Fuji Television. You can view the Metropolis Magazine coverage in English at: http://youtu.be/Nu-scS3qj0Y
Guillermo Vega, multi-award winning CCO of Saatchi & Saatchi London, is a man in a hurry. His career includes setting up and growing W+K Sao Paulo from 3 to 100 employees in 4 years. He talks about learning to be patient, the Super London way.
Tide 2021 Superbowl spot: Saatchi & Saatchi New York
Publicis Groupe hires Natalie Lam
Daniel Lobatón is the first chief creative to be promoted from within at Saatchi & Saatchi New York.
Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…
Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…
Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…
SKS365, a leading international betting company, has chosen Saatchi & Saatchi Italy, led by CEO Simone Masè, to handle the creative account for its sports betting and gaming brand, PlanetWin365.
Today Saatchi & Saatchi announces taking the pledge, and joining Free the Bid as a global network.
Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…
Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…
Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…
Saatchi New York’s “It’s a Tide Ad” campaign for Super Bowl LII got the stamp of approval from a group of top advertising creatives today, winning the Super Clio, honoring the game’s best work.
Saatchi & Saatchi London have been named ‘The Best and Bravest Agency on the Planet’ by Contagious Magazine after topping their 2018 Contagious Pioneers agency rankings. The list recognises the top ten agencies round the world who consistently set the standard for creativity, innovation and excellence in marketing. The Contagious Pioneers list is based on an analysis of the Contagious I/O intelligence…
