Title | VISION SHIFT SYSTEM |
Brand | SONY MARKETING (JAPAN) |
Product / Service | HEAD MOUNTED DISPLAY HMZ-T2 |
Category | A06. Self Promotion |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Yasuhiro Kawasaki | Robot Communications Inc. | Film Producer |
Yoshihiko Nakamura | Sony Marketing (Japan) Inc. | Marketing Communication Manager |
Hirotaka Kobori | Sony Marketing (Japan) Inc. | Senior Marketing Communication Manager |
Ryo Asakura | Akari Inc. | Cg Creator |
Takao Onomura | Sonicjam | System Engineer |
Ryuji Masaki | Sonicjam | System Development Manager |
Kazuyuki Honda | Akari Inc. | Techinical Account Manager |
Ken Murata | Sonicjam | Techinical Account Manager |
Sohei Wakisaka | Laboratory For Adaptive Intelligence/Bsi/Riken | Reseacher/Ph.d. |
Naotaka Fujii | Laboratory For Adaptive Intelligence/Bsi/Riken | Laboratory Head/M.d./Ph.d. |
Susumu Harada | Dentsu Inc. | Web Project Manager |
Yumiko Suzuki | Dentsu Inc. | Content Planner |
Kenji Ozaki | Dentsu Inc. | Event Planner |
Eiko Shimada | Dentsu Inc. | Creative Producer |
Kazuyoshi Ochi | Dentsu Inc. | Content Planner/Copywriter |
Akira Suzuki | Dentsu Inc. | Strategic/Concept Planner |
Noritaka Kobuse | Dentsu Inc. | Brand Strategist |
Ryosuke Kanayama | Dentsu Inc. | Account Exective |
Shuko Endo | Dentsu Inc. | Account Exective |
Yuji Masuda | Dentsu Inc. | Senior Account Executive |
To draw targets’ interests, just pursuing improvement in specification is not enough. A new dimension to imply new market possibility was a must. This was achieved by offering totally new visual experience rather than simply improving the image quality.
The goal was to promote the second generation of the head mounted display, Sony HMZ-T2, which immerses someone in the world of his favorite image. Although the first generation was sold out due in part to curiosity, It was hard to promote the second generation because the price of it was a 10,000 yen higher than one of the first generation despite minor changes and a feeling of hope for it was decreasing as someone's fever went down. We aimed to topicalize it and to stimulate the desire of people to experience it under this adverse circumstances.
The uniqueness of the product was maximized by newly introducing a spherical all-round camera and gyro sensors. Such a conversion enabled the devise to offer flexible image angles responding to the face orientation of the audience, instead of a fixed image. In Tokyo Game Show 2012, by demonstrating this product, we offered new interactive visual experiences to make the audience feel as if they were taken into another world: - A woman in front of the audience suddenly turned into a zombie and came right beside them - Musicians appeared out of nowhere and started performing music surrounding the audience
The products were sold out only four hours after the launch of pre-order sale. If you figure out what PR result would be worth in advertisement expences, it would probably be about two billion yen, about ten times of the fabrication cost. The total number of 'Tweet' about this product reached 19,965.(Most of their tweets gave a favorite review and there are hardly any negative tweets about minor changes and price increases.) The referral traffic reached 16,913,669. We are respectfully encouraged to develop the original games with this new device by some game companies.