| Title | ANA MANGANIZER |
| Brand | ALL NIPPON AIRWAYS |
| Product / Service | MANGANIZER |
| Category | A07. Best Use of Other Digital Platforms in a Promotional Campaign |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Ayako Ono | Trend-Pro | Manga Director |
| Mizue Sato | Trend-Pro | Manga Director |
| Tomoyuki Yogi | Puzzle Inc. | Manga Director |
| Kanako Tsuji | Puzzle Inc. | Project Manager |
| Kazuhiro Nii | Birdman | Director |
| Koichi Takahashi | Birdman | Programmer |
| Sora Tsushima | Developer | |
| Takahisa Maeda | Birdman | Developer |
| Nobuaki Arikata | Birdman | Technical Director/Developer |
| Gabriel Shigemoto | Birdman | Designer |
| Junya Hoshikawa | Birdman | Art Director |
| Gyosei Okada | Puzzle Inc. | Producer |
| Masahiro Miyakawa | Dentsu Inc. | Producer |
| Naoki Tanaka | Dentsu Inc. | Copywriter/Scriptwriter |
| Roy Ryo Tsukiji | Birdman | Planner |
| Tsubasa Kayasuga | Dentsu Inc. | Creative Director/Art Director |
| Yasuharu Sasaki | Dentsu Inc. | Executive Creative Director |
NIPPON means ''Japan'' in Japanese. ANA have not been a common name among people because it’s hard to understand the country of the company through it’s name ''ALL NIPPON AIRWAYS''. ANA faced a challenge of gaining recognition throughout the world in an efficient way. At the same time, they were expected to make people want to visit Japan. Challenge point: 1.Spread with efficiency. 2.Tell about Japan along with ANA.
In order to achieve our goal, what we needed was, 1.Enjoyable regardless of culture, nationality, or race. 2.Special something that people would want to share. 3.Make people want to visit Japan. Creative Solution: You as the main character Manga creation content: MANGANIZER. Solution point: 1.Used face recognition technology so that anyone could experience. 2.With automatic 3D tracing technology to make their face fit into any character. 3.Put in Japanese culture (i.e. sushi, shrines, Kyoto) to make people feel Japan. 4.Linked the content to facebook to customize for each person.
What we would like to point out is that over 90% of the Participants have shared a positive review. (according to social listening research) Even more, over 12% of the users are repeating the content over and over. As a result, it has been seen by over 35,000,000 people through medias and private sharing of the content. We have only put in one TV commercial televising cost to this content. Very high return on investment, considering that it will spread across the world.
1.Efficiency as media Since the entire world was our target, we made the content something that will spread on its own. 2.To get people without interest in airplanes get interested It’s challenging to have people get interested on a company of a country far away; a content that will gain interest of various people around the world. 3.Effective on representing Japan Manga is the big symbol of COOL JAPAN. Also, we were able to put more Japanese culture into the content because it’s different from Anime and have more possibilities on its creation with a small budget.