THE CHALLENGE

How do we bring to life Pocky’s philosophy of ‘Share Happiness’ to the always on, always on-the-go generation?

THE IDEA

We know when they eat Pocky together, they will be happy together. So we created the Pocky Orchestra Road - a new way for them to walk together, and be happy together.

We programmed 5 different music instruments (bass, drum, guitar, piano, chorus) for each lane. The lanes will then play an orchestra of happy sounds when people walked on them together. We turned one of the most crowded subway station - where millions of youngsters walk through - into a ‘Share Happiness’ road.

RESULT

38,000 new Pocky WeChat followers

Over 2.8 million online conversationsThe campaign film garnered over 5 million viewsSales grew by 36% after this campaign was launched