The Brief

SMART NINJA, the virtual 'hands-on' experience featuring Kinect by Toshiba was showcased at Grand Central Terminal, one of the hub venues of Earth Day New York 2012.

Describe how the promotion developed from concept to implementation

At the event venue, we showed our concept of smart community, featuring "SMART NINJA" who is environmentally friendly and solves the challenges in our society with cutting-edge technology.

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

The number of participants was in total 2,512 for three days. And a third of them, 767 people created their own NINJA avatars and enjoyed the virtual NINJA world and the virtual tree planting. The participants had fun playing in advanced lifestyles realized in the virtual NINJA world.

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

The concept of smart community is a little difficult to be understood in general. Using the Kinect technology, a lot of visitors created their own NINJA avatars, enjoyed the NINJA world which is highly sustainable, and the NINJA photos were shared on facebook with their friends. Through this event, we succeeded in communicating the concept with the people in natural and interactive way.