In Japanese, “Moshi Moshi” is a friendly way of answering the phone. By embracing the statement on behalf of the brand, we reminded our target of the drink’s provenance and invited them to consider Midori the next time they are looking for a vibrant night out.
The creative concept starts with a digital billboard on the side of a busy city street. When passersby answer a ringing phone connected to the billboard, they are invited into a unique Midori-themed nightclub/funhouse.
A series of rooms within bring to life the different key aspects of the brand. It’s vibrant nature is represented by a crazy Japanese gameshow. It’s premium melon ingredients are represented by a fancy Japanese melon grove. The authentic Japanese nature of the product is represented by a “Lost In Translation-style” commercial set. In the end, a swank nightclub experience speaks to the upscale fun of the brand.
On Twitter, we created a unique experience whereby fans could tweet “Moshi Moshi” to @drinkmidori and be rewarded with a custom cocktail just for them. Through a novel “quiz card” they could select what type of drink they were in the mood for and we replied with these fun gifs and a link to the recipe.
