The Brief

The extreme realism and dramatic scripting of the Final Fantasy series had made some feel it was for maniacs only, and sales had plunged. To make the newest of the Final Fantasy series a major hit, we need to get the interest of casual game players.

Describe how the promotion developed from concept to implementation

Voice-over Championship can add gamer’s own fun voice-over to the game characters on the website. The winning voiceovers were featured in national TV commercial. This campaign succeeded in drawing the interest of casual players who never tried Final Fantasy series, collecting over 11,000 voiceovers from all around Japan. Each site user who does a recording receives one character icon. By trading icons with friends and collecting all 14 characters, each user can qualify for a discount coupon. In try to get the coupon, users invite friends to the campaign, multi-playing potential buyers.

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

・11,256 voiceovers were recorded! ・Bringing 582,436 casual gamers to the site! ・Achieved over 10 times the anticipated response! Eager fans greeted the release of the new game. In just one week, 472,000 copies were sold. This campaign rewrote the history for the Final Fantasy series.

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

We thought that the participatory campaign was the best way to captivate the hearts of many casual game players.