Brief Explanation

The Dragon Quest action game "Dragon Quest Heroes" features gameplay in which you must defeat a vast number of monsters. To have people experience that game element, we used the action that everyone has experienced sometime in their life of "popping bubble wrap," and produced a poster in which you could defeat a large amount of the symbolic "Slime" monsters from this game series. The method to defeat them was simple- just pop them with your finger. We had 100,000 "Bubble" Slimes appear in Tokyo's Shinjuku Station.

Results and Effectiveness

All 100,000 Slimes were wiped out in a single day. The additionally installed 100,000 also disappeared in a day. This news spread across the Internet explosively. It was covered by more than 300 media sources, and a famous Japanese morning news channel closely covered the excitement of the campaign for 5 days. Total media exposure exceeded 200 million yen, resulting in the campaign achieving 170% of its sales target.

Creative Execution

This plan was originated from the idea of combining the excitement of crushing the air cushion and the exhilarating feeling of blowing enemies off in the Dragon Quest Heroes. The sheet of air cushion was 80 meters in length and 2 meters high, and it was such a laborious work to put 100,000 pieces of slime enemy seal on each air cushion one by one manually. Because of this effort, this poster turned out to be such a big visual which had a lot of people stood by and made them want to take a picture and share it with others.

Insights, Strategy and the Idea

By using the simple idea of having people experience the act of defeating monsters through the action that everyone has experienced sometime in their life of popping bubble wrap, we were able go beyond various types of literacy to attract a lot of people and create a buzz.