| Title | 10CM DRAMA |
| Brand | JAPAN AIRLINES |
| Product / Service | JAL SKY SUITE 777 |
| Category | B03. Consumer Services |
| Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Entrant Company | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Advertising Agency | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Mayuko Ito | Mit Gathering Co. Ltd. | Production Manager |
| Ayumi Kishimoto | Mit Gathering Co. Ltd. | Mixing |
| Takuro Hirosawa | Mit Gathering Co. Ltd. | Mixing |
| Takahiro Saito | Mit Gathering Co. Ltd. | Assistant Engineer |
| Mina Watanabe | Mit Gathering Co. Ltd. | Production Manager |
| Takashi Tachibana | Mit Gathering Co. Ltd. | Producer/Mixing/Casting |
| Mit Gathering Co. Ltd. | Production Company | |
| Yuko Takada | Spfdesign Inc. | Director |
| Takashi Kamada | Spfdesign Inc. | Art Director/Designer/Flash Developer |
| Spfdesign Inc. | Production Company | |
| Hiroyuki Nakayama | Beacon Communications K.k. | Account Supervisor |
| Takuro Nakajima | Beacon Communications K.k. | Digital Strategist |
| Kotaro Hamada | Beacon Communications K.k. | Agency Producer |
| Tomoki Hamamoto | Beacon Communications K.k. | Strategic Planner |
| Tomonori Oki | Beacon Communications K.k. | Technical Direcotor |
| Miki Shiraishi | Beacon Communications K.k. | Copywriter/Director(Drama) |
| Ryutaro Seki | Beacon Communications K.k. | Copywriter/Director(Drama) |
| Shunsuke Kakinami | Beacon Communications K.k. | Creative Director |
In 2013, Japan Airlines launched its new airframe, with 10cm more leg room for its economy class passengers, on their London Tokyo route. How could we enlighten consumers about the potentiality of this 10cm on a banner-ad?
Most people think of 10cm as a small space. So we had to change such perceptions through a unique experience of 10cm. By turning the 10cm space to "10cm of time", we created infinite possibilities on the 10cm wide banner-ad. When targets had this new experience of 10cm on the banner, they took away a new sense of value for 10cm.
By turning the 10cm space of the banner-ad to "10cm of time", we created a new cross-media platform connected to YouTube. That was the “10cm Drama”, an interactive sound drama on the banner-ad. This drama had 29 scenarios each of which was played on the banner by loading sound files from YouTube matching the users' selection, having 35 story patterns in all. Users were able to enjoy having their own 10cm story, unlike any others. 10cm holds infinite possibilities.
The Interaction Rate = 1.3% 10cm Drama achieved over 10 times response rate than the average CTR(click through rate) of normal banner ads.