Bronze Spike

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Product / ServiceHYOKETSU
CategoryA10. Best Integrated Content Campaign
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Contributing Company:DENTSU Tokyo, JAPAN
Contributing Company:RHIZOMATIKS Tokyo, JAPAN
Contributing Company:TOW Tokyo, JAPAN


Name Company Position
Yasukazu Uchida Dentsu Inc. Creative Director/Agency Producer
Daito Manabe Rhizomatiks Creative Director/Creative Technologist/
Akio Morita Dentsu Inc. Copywriter/Interactive Creative Director
Masayuki Inoue Dentsu Inc. Executive Agency Producer
Yuna Kayukawa Dentsu Inc. Agency Producer/Planner
Noboru Nishino Dentsu Inc. Agency Producer/Planner
Yasushi Ezoe Dentsu Inc. Account Executive
Hiroyasu Kimura Rhizomatiks Art Director/Designer
Motoi Ishibashi Rhizomatiks Technical Director/Programmer
Satoshi Horii Rhizomatiks Interactive Designer/Flash Developer
Satoru Higa Rhizomatiks Technical Director/Visual Programmer
TAKCOM Pics Management Movie Director/Motion Graphic Designer
Takahiko Kajima Pics Movie Producer
Kentaro Mito Rad Markup Engineer
2bit Ishii Bufferrenaiss System Engineer/Programmer
Keisuke Iizuka Sound Designer
Akira Miwa Mcray Cg Cg Designer
Yoshikazu Yoshikawa Bow Flash Developer
Yosuke Kobayashi Kitchen Sink Designer
Takayuki Tanaka Tow Producer
Hidefumi Kokubo Tow Producer

The Campaign

People often go out to enjoy shows and especially girls groups are gathers huge audiences among young adult. One of those girls groups, Perfume has sparkling and shining image and so popular for their futuristic performance.


Challenge: 11 years after an initial launch of the RTD(alcoholic beverages), HYOKETSU, there’s not any more amazement among consumers toward the product. Objective: To deliver "SPARKLING SURPRISE" again to consumers. Strategy: Offer 3 unique way of surprises which consumers never have experiensed before to communicate "SPARKLING YOUR IMAGINATION". Execution: <Surprise 1> Live show with holographic images. Tracking a movement of Perfume, an advertising character of HYOKETSU, we showed holographic image right at next of Perfume on the stage. It's a world's first "Sparkling Surprise Live Show". <Surprise 2> Avatar Live Show. We created a live stage on web site and users can participate in virtual live show with their own original avatar. this is an inovative shared experience for users. <Surprise 3> AR performance. Offered AR code on the limited product and it realized consumers to see little 3D dolls dancing exactly as Perfume moved."

Conducted a secret show only for invitees. The holographic apparatus tracked artists' movements and it realized the world’s first interactive holographic performance. Serving the show as a catalyst, we uploaded virtual live stage and a short clip of actual live performance immediately after the event finished. It attraceted people who couldn't join the show.

The campaign information spread explosively among 22 million people on SNS. Tweets about HYOKETSU product raised 5 times more as compared to the number before the promotion. AR cans were sold limitedly as an extended product of this campaign and as a result, all cans were vanished from the store shelf right away. The client think highly of this new and strong method as relationship with consumer.