| Title | SCROLL DERBY |
| Brand | JAPAN RACING ASSOCIATION |
| Product / Service | HORSE RACING |
| Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
| Entrant | AID-DCC Osaka, JAPAN |
| Entrant Company | AID-DCC Osaka, JAPAN |
| Advertising Agency | AID-DCC Osaka, JAPAN |
| Advertising Agency 2 | DENTSU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Masahyuki Ikeda | - | Photographer |
| Takashi Kibe | Tow Co./Ltd | Producer |
| Toshiyuki Sakayanagi | Various Dimensions Co./Ltd. | Event Producer |
| Noboru Nishino | Dentsu Inc. | Agency Producer |
| Masayuki Inoue | Dentsu Inc. | Agency Producer |
| Toshiya Shibusawa | Niban-Kobo Productions Corp | Production Maneger |
| Xuan Qiao | Niban-Kobo Productions Corp | Director |
| Kohei Omata | Niban-Kobo Productions Corp | Producer |
| Tomohiro Ishizono | Futurek.inc | Serverside Engineering |
| Taiki Kimura | Katamari Inc. | System Engeneering |
| Yuichi Takatani | Katamari Inc. | Designer |
| You Tanaka | Katamari Inc. | Developer |
| Takanobu Izukawa | Katamari Inc. | Technical Director |
| Masashi Ohashi | Katamari Inc. | Technical Director |
| Kyosuke Taniguchi | Katamari Inc. | Director |
| Kenichi Seki | Aid-Dcc Inc. | Producer |
| Jun Tamura | Dentsu Inc. | Account Executive |
| Ryosuke Ota | Dentsu Inc. | Agency Producer |
| Sozo Kikuchi | Dentsu Inc. | Planner |
| Akio Morita | Dentsu Inc. | Creative Director |
The horse racing’s popularity is declining. Mainly among young, people has shifted to other leisure like an internet and SNS, and the opportunity to experience horse race has been dwindling every year. A step toward “JAPANESE DERBY” , the biggest horse race in Japan, We want to offer an experience of an attractive horse racing even to those who don’t go to racetracks.
We saw the strong potential for the fact that a horse runs on its fingers. We created a real race experience to compete with users by scrolling with an own finger, just like horses do.
We created a real race experience to compete with users from all around the world by scrolling with the mouse. And further more, we provided events in major cities for many people to be able to participate in races at the same time. A virtual communication method with a focus on digital contents had been converted to REAL .
Flood of praises percolated through SNS and 700,000 people participated in races during a promotion. 3,000 people entered in the race with a cash prize at the same time. Achieved 120% of the number of racetrack visitors over previous year. A billion yen increased in sales. A big result came out.