Objective Campaign
“The story behind Yakult Lady Yukie” is a 5 minute corporate story of Yakult with a high cinematic feel that incorporates the Japanese brand values.
Till now the movie was only used on their website because of the length. But Yakult felt the urge to use the story in a broader way in order to be able to connect to a larger audience.
Cinema was the logic choice to create emotional impact with the long format spot.
Media Characteristics
First a 120” version of the spot was edited for cinema.To establish a real interaction with their consumers Yakult decided to add a memorable experience to the big screen.
Yakult stunted during one particular movie screening for music lovers in Kinepolis Antwerpen, the screening of Bohemian Rhapsody. When the movie goers least expected, a live orchestra performed the theme music live in theatre while the ad was playing on the big screen.
After the performance, Yakult Ladies distributed Yakult drinks to everyone present.
The audience’s reaction was overwhelmingly positive. On social media. Yakult received more than 1.182
reactions with 146 shares.
Reason Best Practice
Starting from existing material, Yakult went the extra mile to further exploit the possibilities of a long format film resulting in a total cinema experience. An unforgettable musical evening full of emotions for those who attended the screening.
The aftermovie allowed the brand to build further awareness and communicate about the Yakult Ladies.
Deze out of the box campagne toont hoe een merk ook voor Corporate communicatie de kracht van de emoties in cinema kan aanwenden, om te verrassen en om via sociale netwerken bredere doelgroepen aan te spreken. (Sven Dekoster)