| Title | 10CM DRAMA |
| Brand | JAPAN AIRLINES |
| Product / Service | JAL SKY SUITE 777 |
| Category | A07. Best Use of Digital Media |
| Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Entrant Company | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Advertising Agency | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Advertising Agency 2 | GOOGLE Roppongi, Minato-ku, 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 Hamomoto | Beacon Communications K.k. | Strategic Planner |
| Tomonori Oki | Beacon Communications K.k. | Technical Director |
| 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 |
The Interaction Rate = 1.3% 10cm Drama achieved over 10 times response rate than the average CTR(click through rate) of normal banner ads.
10cm Drama had 29 scenarios. At the end of each scenario, users could select the next one they wanted to listen to, each of which was played on the banner by loading sound files from YouTube. This drama had 35 story patterns in all, that were related to 10cm in life. So you could enjoy having your own 10cm story unlike others.
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. We created a new cross-media platform connected to YouTube by turning the 10cm space of the banner-ad to "10cm of time". That was the “10cm Drama”, an interactive sound drama on the banner-ad.