Title | THE ICE-COLD MURDER FILES |
Brand | EZAKI GLICO |
Product / Service | ICE NO MI |
Category | A02. Best Use of Magazines/Newspapers |
Entrant | ENGINE FILM Tokyo, JAPAN |
Entrant Company | ENGINE FILM Tokyo, JAPAN |
Advertising Agency | ENGINE FILM Tokyo, JAPAN |
Advertising Agency 2 | DENTSU Osaka, JAPAN |
Name | Company | Position |
---|---|---|
Yuki Mori | Dentsu Tec Inc. Kansai | Web Producer |
Naoto Shigemasa | Dentsu Tec Inc. Kansai | Web Producer |
Masaki Goto | Illustrator | |
Sakiko Matsui | Akb48 | Piano Player |
Ryu Kato | Production Designer | |
Shinichi Miyaki | Lighting Director | |
Yoshiyuki Hata | Photographer | |
Akihiro Okabayashi | Cinematographer | |
Masaki Fukumori | Three And Co. | Art Director |
Tatsuyuki Kobayashi | Director | |
Susumu Kawasumi | Engine Film Inc. | Production Producer |
Michiru Kobayashi | Engine Film Inc. | Production Producer |
Daisuke Matsushita | Dentsu Inc. | Agency Producer |
Shin Kijima | Dentsu Inc. | Agency Producer |
Taichi Sayama | Dentsu Inc. | Art Director |
Kosuke Matsushita | Dentsu Inc. | Planner/Copywriter |
Takatoshi Nakao | Dentsu Inc. | Planner/Copywriter |
Tomoaki Tsuji | Dentsu Inc. | Creative Director |
Gosho Aoyama | Executive Producer | |
Yasushi Akimoto | Executive Producer |
The Ice-cold Murder Files continued to occupy people's attention throughout the long 3-month summer season and resulted in the following accomplishments. Television news coverage: 49 times Newspaper and magazine coverage: 88 times Web site coverage: 587 times Campaign website access: 23 million views
The biggest highlight was that the TV ad was aired in conjunction with the manga series published in a weekly manga magazine. This was an unprecedented and innovative media mix. Since the manga magazine was longer and had 10 episodes, special hints limited to the manga were released, capturing more attention. The manga became a popular hit. Readers were able to see scenes in the mange come to real life in the live action commercial portrayed by actual popular talents. This also attracted attention. Viewers other than AKB48 fans liked this approach and this project ended in a success.
The aim was to keep the consumers interested throughout the 3-month summer season that produces the majority of the frozen dessert sales. That's why we came up with a new ad system; a mystery novel series ad. In the story, a member of Japan's most popular idol group, AKB48, is murdered during a TV commercial shoot. This incident develops into a serial murder case. What's more, the killer is one of the group's members. As the mystery story progressed in the TV ad, an original 10-episode mystery manga also progressed in a popular weekly manga magazine. This manga became such a hit that we succeeded in occupying people's attention during the long 3-month summer season.