The Brief

To promote Japanese horror movie "Sadako 3D" among young people who don't often go to cinemas.

Describe how the promotion developed from concept to implementation

We unleashed 50 Sadakos and 30 foot Sadakomobile out in the streets of Tokyo. Of course, they're 3D!　Media coverage was worth 220,000,000yen.

Describe the success of the promotion with both client and consumer including some quantifiable results

The movie became a big hit among teenage girls who don't often see a movie. Box office sales hit 150% of the initial target.

Explain why the method of promotion was most relevant to the product or service

"Sadako" is a Japanese horror movie icon. She comes out of TV and kills people.In 2012, her new film was released in 3D. To promote the movie, we decided to tell people that this time she literally comes out of screen.