The Brief

The target audience is a group of 20 students who participated in summer internship program at HAKUHODO i-studio that took place on 20-24 August 2012. The strategy of this campaign is to present a memorable digital experience to distinctive students who participated in the program, which may lead to future employment.

Creative Execution

This campaign successfully appealed to the students what HAKUHODO i-studio is capable of in terms of planning and creating, by giving them a new digital experience which has never been done before by any other company. UNLOCK COASTER is a wood coaster with typography of our company's name "ISTUDIO" on the back side.When the coaster is held over a web camera, the typography will be recognized as an AR marker and the company's name will be the key to enter the website. This wood coaster, an analog content, have successfully created a fresh and tangible digital experience.

Describe the creative solution to the brief/objective.

The coasters were given on the first day of the internship program to 20 students who were selected out of 400 students by interview screening. They are keys to enter a special website where students can see photos, videos and document used during the internship program. Only students who have the coaster can access this website. The key of this campaign was to provide a new experience which reminds the students about memories from internship by connecting analog and digital via UNLOCK COASTER. As a result, all students participated the internship expressed their interests to work in the company.

Results

This is a very low budget campaign as the only expense incurred was the cost to make the coaster(approximately US$50.0). The contents server fee, personnel expenses, design cost, planning cost and website coding cost were free. At the same time,this low budget campaign has successfully increased student's interests to work in our company in the future, which helped the prospectus of distinctive students.