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  • SUB CATEGORY :
    BEST USE OF BRANDED ENTERTAINMENT & CONTENT:
    PROGRAM & PLATFORM
  • COMPANY ENTERING :
    HAKUHODO KETTLE INC., TOKYO
  • TITLE :
    THE ZODIAC RE-RACE
  • BRAND :
    MONSTER STRIKE
  • ADVERTISER :
    MIXI INC.
  • AGENCY :
    HAKUHODO INC., TOKYO
  • CREATIVE DIRECTOR :
    KAZUAKI HASHIDA
  • COPYWRITER :
    YUSUKE AMAGAI
  • ART DIRECTOR :
    TAKAHIRO NAGAI
  • ACCOUNT DIRECTOR :
    TAKUMA SAITO
  • ACCOUNT EXECUTIVE :
    GEN SAKURAMACHI/TAIKI SHIMAO
  • STRATEGIC PLANNER :
    SHUNICHI EBINE/MOE INOMATA (TOW CO., LTD.)
  • MEDIA PLANNING DIRECTOR :
    TAKUMA SAITO/GEN SAKURAMACHI/TAIKI SHIMAO
  • INTEGRATION PRODUCER :
    NOBUTOSHI KAWASHIMA/TAKUMA UCHIDA (TOW CO., LTD)
  • AGENCY PRODUCER :
    MASANOBU HINO/HIROMU OTSUKA
  • EVENT PRODUCER :
    TOMOYA IWASE
  • EVENT DIRECTOR :
    NAOKO SUZUKI/RYOKO YAMORI
  • FILM PRODUCTION COMPANY :
    TOHOKUSHINSHA FILM CORPORATION, TOKYO
  • DIRECTOR :
    RYOHEI KAWAKITA
  • CINEMATOGRAPHER :
    YUSUKE SUGA
  • GAFFER :
    AKIYOSHI IRIO
  • EXECUTIVE PRODUCER :
    TAKASHI ASO
  • FILM PRODUCER :
    NAOKI MIYASAKA
  • PRODUCTION MANAGER :
    YUSUKE MIKATA
  • PRODUCTION DESIGNER :
    NORIHIKO IWASAKI
  • LOCATION CODINATOR :
    TAKEO FUKAKUSHI
  • STYLIST :
    IKUKO UTSUNOMIYA
  • HAIR & MAKE-UP :
    SATOSHI YAMAZAKI
  • POST-PRODUCTION COMPANY :
    OMNIBUS JAPAN INC., TOKYO
  • EDITOR :
    FUMITO ENDO
  • FLAME ARTIST :
    DAISUKE MIYAKO
  • ANIMATOR :
    SHINYA HIGUCHI
  • SPECIAL EFFECTS PRODUCER :
    KENJI KAWAGUCHI
  • SOUND STUDIO PRODUCER :
    KAZUYOSHI TONAMI
  • MUSIC COMPOSER :
    YUMA YAMAGUCHI/COM.A
  • PHOTOGRAPHER :
    TAKAYA SAKANO
  • RETOUCHER :
    KAZUYA KURIYAMA
  • DESIGNER :
    SHUTO UMEMURA
  • CALLIGRAPHER :
    YASUHIRO TOMINAGA
  • WEB DIRECTOR :
    MITSUAKI HONGYO
  • WEB PRODUCER :
    UMI CHAE
  • THE BRIEF :
    MONSTER STRIKE IS A SMART PHONE APP GAME WITH 40 MILLION USERS. THE BRAND’S MISSION IS “CREATING THRILLING AND EXTRAORDINARY ENTERTAINMENT”. THE PURPOSE IS TO INCREASE THE APP’S DAILY ACTIVE USERS WHILE ENHANCING THE BRAND.
  • THE STRATEGY :
    THE AUDIENCE WAS USERS WHO HAD REGISTERED BUT WERE NOT ACTIVELY PARTICIPATING. HOWEVER, THE PROBLEM WAS THAT THESE USERS WOULD NOT RESPOND TO ANY APPROACH THROUGH TELEVISION COMMERCIALS. SO, THROUGH THE CREATION OF CONTENTS WHICH WOULD BE A REFLECTION OF THIS BRAND, EXPRESSING THE EXCITEMENT AND ENTHUSIASM, WE AIMED AT GETTING THESE USERS TO OPEN THIS APP, ONE MORE TIME. FOCUSING ON THE ASIAN ZODIAC WHICH ALL JAPANESE PEOPLE ARE FAMILIAR WITH. TAKING THE LEGEND OF THE ASIAN ZODIAC AND RE-EXAMINING IT ONE MORE TIME, CREATING THIS EXTRAORDINARY ENTERTAINMENT.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    THE ZODIAC RE-RACE JUNE, 2017. WE GATHERED THE 13 ANIMALS, CONNECTED TO THE ASIAN ZODIAC, TO A SINGLE LOCATION IN ORDER TO HOLD A RACE. THESE PROCEEDINGS WERE LIVE CAST THROUGH INTERNET MEDIA. IN ORDER TO GATHER ATTENTION TO THE CONTENTS, ADVERTISEMENTS WERE RUN IN ADVANCE THROUGH TVCF AND OUTDOOR ADVERTISING. NOT ONLY THAT, BUT WE HAD INVOLVED THE USERS BY OFFERING IN-GAME CURRENCY TO THOSE WHO HAD FORECAST THE OUTCOME CORRECTLY. WITH FORECASTS BY VARIOUS INFLUENCERS, WE HAD SUCCEEDED IN SPARKING A BUZZ OF PEOPLE CHEERING FOR THEIR OWN ZODIAC OR TRYING TO GUESS THE ACTUAL OUTCOME ON SNSS.
  • THE RESULT :
    THE RESULTS ARE AS FOLLOWS: *5.3 MILLION VIEWS. *TRENDING AT 1 ST PLACE ON TWITTER AND YOUTUBE. *1.6 BILLION IMPRESSIONS. *THE APP’S DAILY ACTIVE USERS HAD GONE UP BY 8.4% AND WE SUCCEEDED IN BRINGING FORTH THESE CONTENTS AS THE NEW ZODIAC, BASED ON WHAT WOULD HAVE HAPPENED IF THEY HAD ACTUALLY RACED.