CategoryA06. Best Use of Special Events And Stunt/Live Advertising
EntrantDENTSU 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

Results and Effectiveness

The event stirred up much publicity, not only by actual participants but also by observers. The products were sold out only four hours after the launch of pre-order sale. The PR result is estimated to be worth two billion yen of advertisement expenses, about 10 times the fabrication cost. The total 'Tweet' about this product reached 19,965. (Most reviews were favourable whereas hardly any negative comment about minor change or price increase was observed.) The referral traffic reached 16,913,669. We are respectfully encouraged to develop the original games with this new device by some game companies.

Creative Execution

Before having started the sale of the new version, the product was made available to convert by introducing a spherical all-round camera and gyro sensors. By doing this, we have enabled a test devise with full potential of new audiovisual experiences as we share the users’ perspectives. As an optimum media for such experiences, we selected the real media, Japan’s biggest game event, for the optimum access. It was not just test use of the product; it was aimed to co-pursue new audiovisual possibilities with users. Such real experiences had been captured and displayed on the big monitor screen in the venue.

Insights, Strategy and the Idea

The promotion of the Sony head mounted display (second generation model). This product series previously had not cultivated expectations due to cost increase despite the minor change. The geeks, the target, self-convert products to pursue innovative use. A simple improvement of image quality using conventional media would not be appealing to such people. Therefore, we made it attractive by offering totally new visual experiences rather than simply improving the image quality.