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  • AWARDS :
    SILVER
  • SUB CATEGORY :
    RICH MEDIA ADVERTISING FOR MOBILE DEVICES
  • COMPANY ENTERING :
    HAKUHODO INC., TOKYO
  • ENTRY TITLE :
    LIVE NEWSFLASH BANNERS
  • BRAND :
    HAKONE EKIDEN
  • ADVERTISER :
    NIPPON TELEVISION NETWORK CORPORATION
  • AGENCY :
    HAKUHODO INC., TOKYO
  • CREATIVE DIRECTOR :
    HITOSHI SAKAMOTO
  • COPYWRITER :
    HITOSHI SAKAMOTO/KONJE O (O INC.)
  • ART DIRECTOR :
    KOICHI KOSUGI
  • TECHNICAL DIRECTOR :
    MUNEAKI KANDA
  • TECHNICAL MANAGER :
    TAKESHI HIROSE
  • SYSTEM ENGINEER :
    TOMOHIRO ISHIZONO
  • AGENCY DESIGNER :
    NATSUKI KOGURE
  • INTERACTIVE DESIGNER :
    SHOHEI HASEGAWA/KENTARO TETSUKA
  • INTERACTIVE PLANNER :
    JYUTARO MOCHIZUKI
  • CREATIVE PRODUCER :
    AI SUZUKI
  • PRODUCER :
    DAISUKE FUKUSHIMA (HAKUODO DY MEDIA PARTNERS)
  • FILM PRODUCTION COMPANY :
    AOI PRO. INC., TOKYO
  • DIRECTOR :
    SEIJI KOFUNE
  • FILM PRODUCER :
    HISAYA KATOH
  • PRODUCTION MANAGER 2 :
    KAZUKI SATO/HIROAKI MAJI
  • POST-PRODUCTION COMPANY :
    HAKUHODO I-STUDIO INC., TOKYO
  • POST-PRODUCER :
    YASUHIRO YAMAMOTO/NAO FUJISHIMA
  • SPECIAL EFFECTS COMPANY :
    NIPPON TELEVISION NETWORK CORPORATION, TOKYO
  • MANAGER :
    TOMONORI KATO/SHIN ONO
  • SPECIAL EFFECTS PRODUCER :
    YUKIHIRO TSUCHIYA
  • SOUND PRODUCTION COMPANY :
    FUTUREK INC., OSAKA
  • ENGLISH CONTEXT EXPLANATION :
    OUR MISSION WAS TO BROADEN THE AUDIENCE OF JAPAN'S BIGGEST ANNUAL SPORTING EVENT, "HAKONE EKIDEN." IN TARGETING "ALL WHO ARE NOT WATCHING THE RACE," WE CHOSE TO REPORT THE RACE LIVE ON SMARTPHONE BANNERS AS THE MOST EFFICIENT METHOD TO REACH OUR VARIETAL AUDIENCE. A GPS DEVICE WAS SET ON EACH RUNNER TO SHOW HIS REAL-TIME LOCATION ON GOOGLE MAPS, WHICH WAS SIMULTANEOUSLY UPDATED ON THE BANNERS IN MOVING ICONS, AND POSTED ALONG WITH HEADLINES REPORTING THE LIVE EXCITEMENT OF THE RACE. "LIVE NEWSFLASH BANNERS" WENT LIVE EVERY 6 MINUTES, WITHIN 10 SECONDS FROM PRODUCTION TO POSTING, TOTALING 102 BANNERS ON THE GDN DURING THE RACE. GOING BEYOND 73M IMPRESSIONS IN 11 HOURS, INCREASING TV VIEWERSHIP BY 1.4%, GENERATING 10K+ TWEETS DURING THE RACE, AND INCREASING SITE VISIT BY 140%, WE PIONEERED A NEW POSSIBILITY OF SMARTPHONE BANNERS BY TRANSFORMING IT INTO A LIVE BROADCASTING MEDIA.
  • URL :
    http://award.i-studio.co.jp/2015_hakone/