Konnichiwa! Chocorooms and Uproll have taken a fantastical journey through gardens and galaxies to arrive in Singapore. Meiji Seika Singapore announced the exciting launch of two of its most popular Japanese snack products – Chocorooms and Uproll in Singapore.
The launch of Chocorooms and Uproll was marked by the release of two anime-inspired brand videos, each telling the tale of how Kinoyama-san, from the land of Chocorooms and Uproll-chan, from the realm of Uproll, landed in our garden city.
In celebration of this momentous launch, we held a Fantastical Journey Experiential Showcase at Jurong Point’s Centre Stage, where guests were invited to experience a week of Uproll-chan and Kinoyama-san’s whimsical worlds. A unique shared arch and backdrop bridged the two spaces between Uproll and Chocorooms via themed activities.
Guests also stood a chance to win their own limited edition merch by completing the Uproll/Chocorooms-themed Rubik’s Cube Challenge.
Uproll-chan and Kinoyama-san captured the hearts of guests and saw an estimated 1.47 million traffic footfall at their Fantastical Journey launch event. Eager participants redeemed a total of 14,500 product samples, 100 bucket hats, and 69 pairs of socks from the various games and activities.
The campaign also earned Meiji Seika an estimated 500k media impressions through features on Marketing Interactive, Gutzy, Eatbook, and over 30 Key Opinion Leaders’ social channels.
