Results and Effectiveness

This campaign was able to achieve tremendous results with a fraction of the budget of an average TV campaign.

Creative Execution

Carrying Olympus digital cameras into space. We made use of events, which had great media impact, i.e. space shuttle launch and extended stay at the ISS. We sent out press releases notifying the various media that a Japanese astronaut will appear on a corporate TVCM for the first time in history. The TVCM was exclusively aired on Space Day (September 12) and it was also made available on the web. Because it was only aired on TV on Space Day, many consumers accessed the website. We communicated the entirety of the campaign over a long period of time by introducing the project, providing various information, and updating its progress.

Insights, Strategy and the Idea

Previously, Japanese astronauts had not been allowed to take part in commercial activities. They were not only prohibited from appearing in TV spots but also from cooperating with any commercial campaigns. It was also against NASA policy to take part in commercial ventures and to utilize NASA astronauts and space shuttles for such shoots.However, after much scientific verification and protracted contract negotiations, the campaign became a reality.Though only broadcast for 1 day, the commercial featuring Wakata and a prominent Japanese actress generated much publicity.