[Campaign] "Omamori EVE" Initiative for Junior and Senior High School Students

I found a well-crafted campaign case study, so I'd like to introduce it.

The "Omamori EVE" campaign by SS Pharmaceutical.
I first learned about it when I saw a post like this on X.

The campaign itself started its first phase in March 2024. It seems they received 342,000 entries.

This time, it was the second phase, which started on July 1, 2024. In addition to a lottery campaign to send out club activity charm-style mini pouch kits, you could also download and create origami Omamori EVE, or send digital Omamori EVE.
Campaign details are also available in the corporate news release.

As it is now October, the lottery has ended, so the site looks like this.

"May you be able to give your all at any time. Omamori EVE" is the campaign copy.

I also like the tagline "Your potential is the potential of this world. Beli EVE" because it feels like youth and is perfect for the target audience.This sense of a fully committed campaign is the kind of project that would be rewarding as a copywriter or planner. lol

The background for targeting junior and senior high school students likely includes the goal of increasing awareness as their first pain reliever.

I don't know if it's a coincidence, but the first pain reliever I bought was EVE A Tablet, and even now that I'm older, I still love EVE A Tablet.

I wonder if this campaign was planned because research showed a trend where "many people purchase it as their first pain reliever," just like me?

On the site, you can make origami charms and digital origami.

The copywriter who wrote this tagline must have felt great writing it.
I am also relatively good at writing things like this, and I love it.

It seems that charms can be designed for each club activity, and you can send them via lottery or download origami to make them.

By the way, there is also this YouTube video. This is a large-scale initiative that must have cost a lot of money.
Big campaigns like this are tough, but the sense of accomplishment when it's finished is incredible.

On the site, if you want to create a digital charm, there is a mechanism where you answer questions to create one.
I'm not sure if this much playfulness is necessary, but it's full of the feeling of a well-crafted campaign.

The site concludes with "May you be able to give your all at any time. EVE has a rich lineup,"
a mechanism that allows you to jump to other lineup pages.
The main campaign product is still EVE A Tablet.

There are links to Amazon, Rakuten, and LOHACO in the footer.
You can even buy over-the-counter medicines online.

It seems Omamori EVE won a Good Design Award. Is the one above the one you can win in the lottery?
There is a detailed description on the award report page of the corporate news release.

By the way, is this the real thing? I found an image from a winner.

That concludes the introduction of the Omamori EVE campaign.

It was a campaign that clearly targeted junior and senior high school students, with the marketing policy of being their "first pain reliever," intending for them to "always carry it with them in case of pain," naming it "Omamori EVE," and rolling it out on a large scale.

It looks like a tough but rewarding project. I'd love to be involved.
I summarized this as a reference for my own future campaign planning.

EVE's X is also working hard, so I will introduce it again next time.

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