Title | TWEET RAIN STORY |
Brand | NTT URBAN DEVELOPMENT |
Product / Service | RESOLA TENJIN |
Category | C01. Viral Video |
Entrant | I&S BBDO Tokyo, JAPAN |
Entrant Company: | I&S BBDO Tokyo, JAPAN |
Advertising/Web Design Agency: | I&S BBDO Tokyo, JAPAN |
2nd Advertising/Web Design Agency: | BBDO J WEST Fukuoka, JAPAN |
Name | Company | Position |
---|---|---|
Kairi Manabe | Bbdo J West | Creative Director/Copywriter/Planner |
Tetsuro Shiziki | Wonderland House | Director |
Kosuke Kubonaka | Enriva | Director/Flash Developer |
Hideyuki Motoo | Niyari Production | Director/Programmer |
Yuuko Murakawa-Maruchino | Copywriter | |
Kouji Sakaguchi | Editer | |
Reiichirou Maruyama | Cameraman | |
Kengo Koga | Wonderland House | Production Manager |
Osamu Okayama | Wonderland House | Production Manager |
Yoshihiko Yamamoto | Wonderland House | Production Manager |
Challenge: An opening promotion for a shopping mall RESOLA with zero media budget. Solution: Create a buzz with an SNS interactive web movie Tweet Rain Story, where a love story develops only when users keep tweeting. Result: Over 10,000 people got in touch with the campaign in just one week. It created a buzz and gained TV publicity equivalent to 550% of the original budget. The campaign ended in a huge success, with shoppers making a long line in front of the store on its opening day.