| Asia Pacific Advertising Festival (AdFest) 2015 | ||
|---|---|---|
| PROMO LOTUS | BEST USE OF GAMES, INCL. SWEEPSTAKES, CONTESTS, PRIZE-DRAWS | Silver |
| One Show 2015 | ||
| Direct | Direct Marketing / Ambient Media | Silver Pencil |
| Ad Stars Awards, 2015 | ||
| Interactive | Interactive Craft | Bronze |
| Interactive | Other interactive works (Games/Branded tech) | Bronze |
SUB CATEGORY : BEST USE OF GAMES, INCL. SWEEPSTAKES, CONTESTS, PRIZE-DRAWS
COMPANY ENTERING : HAKUHODO INC., TOKYO
ENTRY TITLE : PANICOUPON
BRAND : TSUTAYA
ADVERTISER : TSUTAYA
ADVERTISING AGENCY : HAKUHODO INC., TOKYO
EXECUTIVE CREATIVE DIRECTOR : KAZUHIRO SUDA/AIRO TAKANOHASHI
CREATIVE DIRECTOR : TAKAHIRO EGUCHI/SHINICHIRO INABA
COPYWRITER : MASAKO SHIMIZU/KEI NAKAMURA
ART DIRECTOR : KEITA KOJIMA
ACCOUNT DIRECTOR : KEI OOKUBO
PROJECT CURATOR : MASATERU KAMETANI
PR : KOJIRO FUKUSHI
TECHNICAL SUPERVISER : DAISUKE MAEDA
PRODUCTION COMPANY : IMJ, TOKYO/TC-MAX, TOKYO/MCRAY, TOKYO
DIRECTOR : SATOSHI TANAKA
EDITOR : TOMOYUKI TANAKA/AYA HIRAGA/TARO KURATA
DESIGNER : KOJI GOTO/YURI NAGANO
PRODUCTION PRODUCER : TAKESHI ANZAI
PRODUCTION MANAGER : TAKAAKI MIYAZAWA/YUSUKE TAZAWA/YUKI SEGAWA
SOUND PRODUCTION COMPANY : MCRAY, TOKYO
SOUND DESIGNER : MUNEAKI SHIBUYA
SPECIAL EFFECTS COMPANY : IMJ, TOKYO/TC-MAX, TOKYO/MCRAY, TOKYO
COMPUTER ARTIST : TAKUYA SATO/TOMOSHI ARAI
THE BRIEF : HORROR WAS ONE OF THE MOST POPULAR MOVIE CATEGORIES IN JAPAN.BUT THESE DAYS, IT'S DEMAND IS DECREASING YEAR BY YEAR.TSUTAYA, THE MOST FAMOUS DVD STORE IN JAPAN, HAD TOO LARGE OF STOCK OF HORROR MOVIES.WE NEEDED A NEW PLAN TO ATTRACT CONSUMERS AND INCREASE SALES,BY UPDATING THE FRIGHTENING EXPERIENCE.
THE STRATEGY : WE INVENTED THE OCULUS RIFT 360°HORROR MOVIE, YOU COULD ONLY EXPERIENCE AT THE STORE. WE ALSO INVENTED A WORLD’S FIRST INTERACTIVE COUPON, “PANICOUPON” WHICH DISCOUNT RATE RISES UP IN RESPONSE TO THE PEOPLE’S HEART RATE. UNCOUNTABLE NUMBER OF ZOMBIES APPROACHES YOU FROM ALL AROUND IN THE CLOSED SPACE OF OCULUS RIFT. PEOPLE WHO CAME TO EXPERIENCE THE MOVIE COULD GET MORE DISCOUNT AS THEY GET MORE SCARED.
THE RESULT : IT’S A SPECIAL EXPERIENCE AND A SPECIAL COUPON, YOU ONLY COULD GET AT THE TSUTAYA STORE. ON THE DAY OF THE EVENT, PEOPLE’S SCREAMS AND REACTIONS ENCOURAGED PEOPLE TO COME. IN TOTAL THIRTY THOUSAND PEOPLE RUSHED IN.THIS WORLD’S FIRST APPROACH WAS WIDELY REPORTED BY THE MEDIA. SOCIAL MEDIA ACTIVITY INCREASED 367％.SALES INCREASED OVER 26 TIMES. FROM “FEAR” TO “PLEASURE” PANICOUPON SHOCKED PEOPLE’S FEELINGS.IT ACTIVATED THEIR BUYING MOTIVATION.