ONEPIECE

TitleONEPIECE
BrandSHUEISHA
Product / ServiceMANGA MAGAZINE
CategoryC01. Integrated Campaign Led by Promo & Activation
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Sales Promotion/Advertising Agency:DENTSU Tokyo, JAPAN

Credits

Name Company Position
Hirozumi Takakusaki Dentsu inc. Creative director
Yasuharu Sasaki Dentsu inc. Planer
Masakazu Ido/Koichiro Takahagi/Noriaki Onoe/Chihiro Yabe Dentsu inc. Copywriter
Yusuke Kitani/Atsuhashi Hashimoto Kaibutsu inc./YAMA Art director
Hiroshi Koike/Jun Mitomo/Seiki Nakayama Dentsu inc./TYO Inc. / ID Division./FISHGROVE CO.,LTD. Director
Kato Takao/Nishizawa Takumi/Fujita Tamami/Shinji Egashira SCRAP INC./SCRAP INC./SCRAP INC./EGA ARG Design
Masanobu Ishii/Motofumi Suzuki/Yuka Taniguchi/Rie Fujinaka Kaibutsu inc./Kaibutsu inc./Freelance/Noppo Designer
Tomoyuki Tada/Yuji Yamazaki/ TYO Inc. / ID Division./TYO Inc. /THEORIA COMMUNICATIONS Division. Technical director/Programmer
Kazuki Nakata/YUHSUEN Huang/Shozo Okada YAMA/TYO Inc. / ID Division./hi-posi Inc Flash developer
Chiaki Obara/Yoshinobu Ishikawa/ ANKH Systems co,ltd HTML coding
Scat Goto/Hideaki Miyamoto Freelance/Flarewave inc Sound Design
Kenji Takeda/Akimitsu MorimotoYousuke Sato TYO Inc. /Productions DivisionTYO Inc. / ID Division/CARATS Inc. Filming
Yoshikazu NagashimaMasahiro Miyakawa/Naoto Yamada/Daisuke Kobayashi Dentsu inc./Dentsu inc./DENTSU TEC INC./TYO Inc. / ID Division. Producer
Satoshi Yamazaki/Yosuke Endo/Kanako Nakagawa/Yamato Fujihara/Jun Komatsu/Rei Kaw TYO Inc. / ID Division./TYO Inc. / ID Division./TYO Inc. / ID Division./FISHGROVE CO.,LTD./Uniba Inc./Uniba Inc./Uniba Inc./ Project manager
Norio Morii/Yasuo Takei/Yu Naito/ Dentsu inc. Account executive

The Brief

Due to media diversification, general magazine sales are hit hard. In that environment, we collaborated with Shueisha, one of Japan’s major publishers, to increase brand presence and magazine sales.

Describe how the promotion developed from concept to implementation

"To bring the world of Manga into reality. We integrated the campaign with one seminal event in Japan: One Piece, the top selling manga series, reaching its 200 millionths copy in circulation and print. We integrated characters from One Piece into the cover pages and advertisements of all 38 magazines published by Shueisha, ranging from high-end fashion magazines to literary publications. We also jacked train advertisements from inside and out using in-train advertising and wrap advertising. In addition, a postcard named “Bible Scope” (pronounced “Bibble”) was attached to all magazines. "

Describe the success of the promotion with both client and consumer including some quantifiable results

"As the world of manga blended into reality, One Piece manga fans, magazine readers, and everybody else in the periphery made this campaign in to a social phenomenon in Japan. Thousands of Tweets were made. Fans spent the month collaborating on SNS to solve the mysteries of the Bible Scope. Over 284,000 people played the game, which totaled to over 2,800,000 plays. The latest volume of One Piece broke the Japanese record of manga sales."

Explain why the method of promotion was most relevant to the product or service

"The Bible Scope contained a code that became a key to access a mobile and online game of One Piece, designed to draw the readers into the world of the One Piece manga. By mixing reality with the world of manga, and mashing-up popular scenes from One Piece with the contexts of existing magazines, the campaign instantly went viral."