Takahashi Shuzoh: Rice Liquor - Shiritori-Ring
Ogilvy And Mather Japan
SUMMARY
Takahashi Shuzoh, a Shochu (rice liquor) manufacturer in Kumamoto Prefecture, decided to enter the Tokyo market. For the first time, they conducted a web campaign targeted at a younger segment who were becoming distant from Shochu, in order to drive awareness toward their mainstream product line and corporate brand.
We developed contents based on a game called Shiritori (in which players are required to say a word beginning with the final pronunciation of the previous word). It's a game that the target audience was familiar with and it matched the corporate...