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  • SUB CATEGORY :
    INTEGRATED BRAND EXPERIENCE CAMPAIGN
  • ENTRANT COMPANY :
    DENTSU INC., TOKYO
  • TITLE :
    MATSUKEN AR PARADE!!
  • BRAND :
    PARCO GRAND BAZAR
  • ADVERTISER :
    PARCO
  • AGENCY :
    DENTSU INC., TOKYO
  • CREATIVE DIRECTOR :
    ATSUSHI OTAKI/GEN TANAKA
  • ART DIRECTOR :
    TAICHI SAYAMA/NAOMI OKAMURA
  • COPYWRITER :
    CHIEMI MANAKO
  • CREATIVE TECHNOLOGIST :
    TOMOYA MOROHOSHI
  • AGENCY PRODUCER :
    YOSHIO SAKAGUCHI
  • ACCOUNT EXECUTIVE :
    MASATO ONIZAWA/AOI WADA
  • PLANNER :
    SHINYA MIURA
  • FILM PRODUCTION COMPANY :
    DENTSU CREATIVE X INC., TOKYO/
    THINK & CRAFT, TOKYO/CONNECTION INC., TOKYO/
    WHITNEY, TOKYO
  • DIRECTOR :
    JUN TAMUKAI
  • CINEMATOGRAPHER :
    KOHGA MORI
  • DIGITAL IMAGING TECHNICIAN :
    MASASHI OGAWA
  • FILM PRODUCER :
    JUN KATO/SHOTARO MATSUMOTO
  • PRODUCTION MANAGER :
    RYOSUKE ADACHI
  • LIGHTING :
    MANABU SATO
  • CHOREOGRAPHER :
    SHO INAMURA
  • STYLIST :
    YUKA OKUMURA/HIROSHI ABE
  • HAIR & MAKE-UP :
    YASUO SHIMIZU
  • CALLIGRAPHY SUPERVISOR :
    SHINICHI MINAMI
  • STUDIO MANAGER :
    TADAYUKI SUZUKI
  • POST-PRODUCTION COMPANY :
    TREE DIGITAL STUDIO INC., TOKYO
  • EDITOR :
    MASAYUKI KUBO/YURA NAKAMURA
  • SOUND MIXER :
    HIROAKI ISHIGURO
  • SPECIAL EFFECTS COMPANY :
    THINK & CRAFT, TOKYO
  • CG DESIGNER :
    KUNIO SAWAI
  • TECHNICAL DIRECTOR :
    HIROYOSHI MURATA
  • FRONT-END ENGINEER :
    ATSUSHI ASAKURA
  • PRINT PRODUCTION COMPANY :
    DENTSU CREATIVE X INC., TOKYO
  • RETOUCHER :
    RYOSUKE HARASHIMA/SEINA TORIUMI
  • DESIGNER :
    TOSHIYUKI IMURA/MAYU KAWASAKI
  • CAMPAIGN SUMMARY :
    Japan's economy is in a slump. Spirits are down, and so is consumption.
    PARCO, one of Japan's leading department stores, needed an idea that would attract customers to its New Year's sale and brighten up the country.
    Ken Matsudaira, an actor loved by Japanese of all ages and nicknamed "Matsuken", is digitized in 3D using volumetric capture and photogrammetric techniques. These images were featured not only in a TV commercial, but also in a nationwide AR tour that Matsuken popping up one day at a time at PARCOs across the country, and AR coasters distributed at restaurants in PARCO.​
    Matsuken appeared on posters, collectibles, shopping bags, and masks, bringing smiles to faces across the country.​
    As a result, the 2024 New Year's Sale became the happiest experiential event in PARCO's history.​
    Beyond going viral during the sale, the campaign also contributed significantly to boosting sales and visitors.​
    By attracting people to PARCO in major cities across Japan, the campaign became a social phenomenon that revitalized the entire city and, ultimately, Japan as a whole. ​PARCO's New Year's sale has boosted consumption and revitalized Japan.
  • CREATIVITY/IDEA/INSIGHT :
    Actor Ken Matsudaira, known as "Matsuken" and loved by men and women of all ages, is famous for his samba dancing in sparkling costumes.
    The idea was to attract people to PARCO for the New Year’s sale and brighten up Japan by having Matsuken, who makes everyone smile, pops up in PARCOs across the country. So, we created a 3D model of Matsuken using volumetric capture and photogrammetric techniques to feature him in an integrated campaign consisting of a nationwide AR tour, a TV commercial, AR coasters that summon a 3D Matsuken, shopping bags, posters, and collectibles. The official accounts of each store created a buzz by updating Matsuken's whereabouts every day during the sale.
  • STRATEGY :
    The strategy was to create a campaign to appeal to PARCO's main target audience: women in their 20s and early 30s.
    We made the Matsuken AR Parade, a nationwide AR tour in which 3D Matsuken pops up at 17 PARCO stores across the country for one day at a time, the centerpiece of the campaign, to maximize his presence as a bringer of good luck, and set a super upbeat tone to inspire people to come to PARCO's New Year's sale and shake off the gloomy mood hanging over Japan.
    As a buzz on social media is the most important factor in driving action among young people, we designed a playful experience with impact that would make them want to share on platforms like X.
  • EXECUTION :
    The campaign website was open to the public from December 12, 2023 to January 14, 2024, and the commercial was aired on TV networks nationwide and major social media during the same period. (In consideration of the earthquake that struck Japan on January 1, the commercial was not aired on January 2 and 3.)
    The Matsuken AR Parade visited 17 PARCO stores across the country for one day each from January 2 to 14, 2024, during the New Year's sale.
    During the same period, four types of AR coasters and collectibles were distributed, and posters and other OOH were displayed in stores.
    Due to high sales of merchandise, the pop-up store is still running as of February 1.
  • RESULT :
    100M impressions
    500,000 likes
    Earned media value 300M JPY (2M USD)
    140% sales YoY (Shibuya PARCO), 120% visitors YoY

    Positive comments praising the campaign flooded social media after the first run of the TV commercial, and the buzz continued throughout the New Year's sale as the campaign was picked up by various media outlets, including all major TV stations in the country.
    The Matsuken AR Parade became a huge hit, especially among young women, and brought PARCO unprecedented success in terms of both buzz and sales.