The Brief

The sales goal is higher than the last series by 1 million 320 thousand copies, making 5 million copies, the highest sales goal of all the series. The mission (assignment), to achieve the sales goal. The key is to bring about the social phenomenon that occurred with Dragon Quest III which went on sale, catching the attention of the media, and creating a social phenomenon.

Creative Execution

And so, we want to remind the ex“Dragon Quest” users that they have not bought the last few series. And to get them in the mood to purchase! We created a situation that is like bumping into an old friend on a street that you walk by every day.

Describe the creative solution to the brief/objective.

How to accomplish the formation of popularity, so that it connectsinto a social phenomenon. The key lies here. To attract the adults who were teenagers 20 years ago when the social phenomenon was produced! They have become adults and have not played “Dragon Quest” for a long time.

Results

This ad was enforced on the walkways of Shibuya Station. A total of over 15 million people saw the ad. Furthermore, the people that saw the ad, went on to introduce the ad in a number of blogs along with pictures, and became a topic of conversation on the internet. Compared to the week before, the number of blogs that talked about slime doubled on the week the ad was put up. And the sales of the first two days recorded the highest pace in all of the series with 2 million 340 thousand copies being sold.