Title | ONEPIECE |
Brand | SHUEISHA |
Product / Service | MANGA MAGAZINE |
Category | C01. Integrated Campaign Led by Promo & Activation |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company: | DENTSU Tokyo, JAPAN |
Sales Promotion/Advertising Agency: | DENTSU Tokyo, JAPAN |
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 |
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.
"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. "
"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."
"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."