Capcom: CONTINUE?

Credits & Description:

Category: Best Use of Outdoor

Advertiser: CAPCOM

Product/Service: RECRUITMENT

Agency: DENTSU KANSAI

Date of First Appearance: Sep 21 2009 12:00AM

Entrant Company: DENTSU KANSAI, Osaka, JAPAN

Copywriter: Yasuyuki Mishima (Dentsu Kansai)

Art Director/Designer: Mamoru Ichino (Dentsu Kansai)

Media coordinator: Daisuke Kura (Dentsu Kansai)

Producer: Takeshi Kinugawa (Koei Planning)

Production Manager: Kousuke Mori (Koei Planning)

Production Manager: Tomoko Ando (Koei Planning)

Editor: Masahito Onishi (Imagica West)

Media placement: Outdoor Campaign - Kaihin-Makuhari Station - 21/09/2009



Results and Effectiveness

The campaign was a big hit in the industry, generating ample word of mouth on blogs and forums. In addition to the branding buzz, a record-high number of job inquiries were received.



Creative Execution

The right time:
Tokyo Game Show - the biggest video game expo attracting gamers from all over Japan.

The right place:
Kaihin-Makuhari Station – the closest station to the expo.



Insights, Strategy & the Idea

The brief:
To recruit experienced video game designers for CAPCOM, a leading video game company.

The strategy:
Generate awareness and connect with potential game designers at the right place, the right time, and using the right language.

The idea:
We brought the game into the real world.

We placed our potential targets inside a gaming scenario to remind them of the agony they are facing at their current jobs. Posters and billboards were put up bearing location-relevant ‘game interface’ messages that urged our potential candidates to get out of their ruts and make a change for the better.