-
SUB CATEGORY :
DIGITAL INTEGRATED CAMPAIGN: RETAIL, TRAVEL, ENTERTAINMENT & COMMUNICATION MEDIA
-
COMPANY ENTERING :
DENTSU INC., TOKYO
-
TITLE :
THE LOW-BUDGET MANGA PARODY
-
BRAND :
KODANSHA COMICS
-
ADVERTISER :
KODANSHA LTD.
-
AGENCY :
DENTSU INC., TOKYO
-
CREATIVE DIRECTOR :
NORITAKA KOBUSE (DENTSU INC.)
-
COPYWRITER :
KOSUKE FUKUI (DENTSU INC.)/TATSUKI TATARA (DENTSU INC.)
-
ACCOUNT MANAGER :
KEIGO HAYAHSI (DENTSU INC.)/SHO AOI (DENTSU INC.)
-
AGENCY PRODUCER :
TAKASHI KIBE (TOW CO.,LTD.)/YOJI NAKAMURA (TOW CO.,LTD.)
-
WEB PRODUCTION :
TOW CO.,LTD./SINQ INC.
-
MEDIA AGENCY :
DENTSU INC.
-
MEDIA PLANNER :
KOSUKE FUKUI (DENTSU INC.)
-
FILM PRODUCTION COMPANY :
ENGINE FILM INC., TOKYO
-
DESIGN PRODUCTION :
TAKI CORPORATION
-
DIRECTOR :
KEI SHIMIZU (FREELANCE)
-
ART DIRECTOR :
TAKESHI SHIGIHARA (TAKI CORPORATION)
-
FILM PRODUCER :
TAIKI SHIBAHARA (ENGINE FILM INC.)
-
PRODUCER :
HARUKI UCHIDA (TAKI CORPORATION)
-
ASSISTANT PRODUCER :
MOE SAKAYORI (TAKI CORPORATION)
-
DESIGNER :
RYUSEI SAKIYAMA (TAKI CORPORATION)/
SATOSHI ONOZAKI (ONOZAKI DESIGN OFFICE)
-
PRODUCER :
YUTA TOYAMA (SINQ INC.)
-
WEB DIRECTOR :
KAZUMI TSUKAMOTO (SINQ INC.)
-
ENGLISH CONTEXT EXPLANATION :
TODAY, THERE IS MORE ENTERTAINMENT CONTENT THAN EVER, MAKING IT INCREASINGLY DIFFICULT FOR NON-ESTABLISHED IPS TO STAND OUT.
THIS IS ESPECIALLY TRUE IN THE JAPANESE MANGA INDUSTRY, WHERE A NUMBER OF FACTORS PREVENT READERS FROM LEARNING ABOUT A NEW TITLE BEFORE BUYING (SUCH AS THE FACT THAT, IN BOOKSTORES,
THE MANGA ON SALE ARE SHRINK-WRAPPED). AS A RESULT, MANY READERS VISIT FREE WEBSITES THAT ILLEGALLY HOST MANGA UPLOADS RATHER THAN RISK BUYING SOMETHING THEY WON’T LIKE. THIS HAS RESULTED IN US$ 2.7 BILLION OF DAMAGES FOR THE PUBLISHING INDUSTRY. IN MARKETING THE FIFTH VOLUME OF A LITTLE-KNOWN MANGA SERIES, OUR GOAL WAS TO CREATE A SUCCESSFUL “TRY BEFORE YOU BUY” STRATEGY FOR THE MANGA.
-
URL 1 :
-
URL 2 :