The Brief

The goal was to promote the second generation of the head mounted display, Sony HMZ-T2, which immerses someone in the world of his favorite image. Although the first generation was sold out due in part to curiosity, It was hard to promote the second generation because the price of it was a 10,000 yen higher than one of the first generation despite minor changes and a feeling of hope for it was decreasing as someone's fever went down. We aimed to topicalize it and to stimulate the desire of people to experience it under this adverse circumstances.

Describe how the promotion developed from concept to implementation

Our solution was to arouse someone's interest not through appealing only the product's spec but through showing the potential of its market. The uniqueness of the product was maximized by newly introducing a spherical all-round camera and gyro sensors. Such a conversion enabled devise to offer flexible image angles responding to the face orientation of the audience, instead of a fixed image. In Tokyo Game Show 2012, by demonstrating this product, we offered new interactive visual experiences to make the audience feel as if they were taken into another world. As a result, the promotion was reported as the ambitious approach to quest for new entertainments by domestic and international media.

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

The products were sold out only four hours after the launch of pre-order sale. If you figure out what PR result would be worth in advertisement expences, it would probably be about two billion yen, about ten times of the fabrication cost. The total number of 'Tweet' about this product reached 19,965. (Most of their tweets gave a favorite review and there are hardly any negative tweets about minor changes and price increases.) The referral traffic reached 16,913,669. We are respectfully encouraged to develop the original games with this new device by some game companies.

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

We focused on the rabid fan of this product, including many from tech geeks who enjoy own modification, painting the product at choice and looking for an entirely-new way to enjoy the product, and so on. We took an attractive approach for them which we made alterations for this product , even before its release. On analyzing the first generation buyer frofile, the main target of the product is the older crowd in their 30's and 40's, who loves movies, games, and animations. We selected Tokyo Game Show 2012, which attracts them, as the perfect opportunity to demonstrate our new device.