Category: Best Localised Campaign
Advertiser: KONICA MINOLTA
Product/Service: CORPORATE
Agency: TOKYU AGENCY
Creative Director: Shuji Fujimoto (Tokyu Agency)
Art Director: Masahito Nishikawa (Tokyu Agency)
Copywriter: Yuiko Horiuchi (Tokyu Agency)
Designer: Kayoko Fujimoto (Tokyu Agency)
Director: Satoru Onishi (Taiyo Kikaku)
Cinematographer: Kunihiro Miyoshi (Taiyo Kikaku)
Film Producer: Masaaki Oikawa (Taiyo Kikaku)
Film Producer: Yuji Yoshida (Taiyo Kikaku)
Film Producer: Sanna Kobayashi (Taiyo Kikaku)
Computer Artist: Kunihiro Miyoshi (Beansmagic)
Media placement: 360° Screen (New Media) - National Science Museum - 1 September 2011
Media placement: Planetarium - Planetarium Teater 'Manten; - 1 September 2011
Insights, Strategy & the Idea
Konica Minolta will contribute to the preservation of the global environment with its technological power. In order to spread the word of Konica Minolta's actions and the importance of the global environment to children and to young people, a promotional event was held at a planetarium and the National Science Museum.
Creative Execution
The National Science Museum's '360° theater' - one of only two in the world - was used. It allowed people to experience, via a simulation, the lives of people around the globe in 60 seconds. It conveyed the prosperous form and the technology of Konica Minolta. The same 'Around the World' promotion was held at a planetarium using a 180° theater.
Results and Effectiveness
The National Science Museum has pulled in 100,000 people to experience it in 5 months. For the planetarium, 130,000 people have visited to experience it in 5 months. It enabled people to discuss 'life' with their families and friends.
Also, being featured in magazines and newspapers helped to spread the news to even more people, which lead this promotion to success and satisfied the clients very much.