Title | HACKING HACKERS |
Brand | JAPAN RACING ASSOCIATION |
Product / Service | HORSE RACING |
Category | C01. Use of Digital in a PR campaign |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Production Company | AID-DCC Osaka, JAPAN |
Name | Company | Position |
---|---|---|
Akio Morita | DENTSU INC. | Creative Director |
Fujinari Tsutsumi | DENTSU INC. | Copywriter |
Ryosuke Ota | DENTSU INC. | Planner |
Jun Tamura | DENTSU INC. | Agency Producer |
Shin Furukawa | DENTSU INC. | Agency Producer |
Kyosuke Taniguchi | Dot By Dot Inc | Creative Director |
Kenichi Seki | Dot By Dot Inc | Production Producer |
Yusuke Yamanaka | AID/DCC Inc | Production Producer |
Daiki Koyama | AID/DCC Inc | Director |
Kenjiro Nakayama | AID/DCC Inc | Art Director |
Masakazu Okuda | AID/DCC Inc | Art Director |
Takeshi Nakamura | AID/DCC Inc | Film Director |
Izukawa Takanobu | AID/DCC Inc | Programmer |
Masasi Ohashi | AID/DCC Inc. | Interactive Designer |
You Tanaka | AID/DCC Inc. | Interactive Designer |
Takanobu Noso | AID/DCC Inc | Interactive Designer |
Masayasu Mita | AID/DCC Inc | Animator |
Akihiro Kanda | AID/DCC Inc | Editor |
Kojiro Matsumoto | AID/DCC Inc | Production Producer |
Naoko Itagaki | AID/DCC Inc | Production Producer |
From survey, we found out that young people who haven't been to an actual horsetrack will be interested in horse race if they see a dramatic thrilling race. We challenged to develop horse race animation online which attracts young generations, collaborating with a popular animation "Attack on Titan" . At first, we conducted an online fan poll to listen to fans’ opinion. But hackers used a malicious program to let a certain character gather a considerable amount of votes and we faced difficulty to carry on the campaign. But then we took advantage of the hackers' mischief. We soon created a fan-fiction movie for the appreciation to hackers and used it for PR. As a result, we succeeded in gererating publicity far beyond our expectation.
To generate publicity and initiate the interest of young generation toward horse race. By taking advantage of hackers' mischief, the result went far beyond our expectation. Fan-fiction movie we created became a great news online and horse race animation was also much talked about. JRA had a highest response ever by SNS and news web site. As a result, it drew 120 thousand people including young people to an actual horse race. It's 20% more audiences compared to the last year.
By embracing an opportunity of answering to hackers' mischief, we succeeded in generating publicity further more we expected. Web site access reached a total of 3 millions. which can be counted for 3 hundred million media effect. 70 thousand facebook likes, 50 thousand twitters…spread amongst young people. As a result, it drew 120 thousand people to actual horse race. It's 20% more audiences compared to the last year. Generally in an interactive campaign, hackers play pranks by using malicious programs. If we stop a campaign after the happening, a site usually gets flooded by offensive comments by hackers. It's important to take advantage of it and attract them to make noise by sending them back superior pranks.
1 week fan poll period. Overall results of voting was found out in 3 days after we started voting, Accordingly we re-created fan-fiction movie using actual voice actors. After fan poll was over, we released the movie to the public and it drew a tremendous attention. We released horse racing animation in succession. The good quality generated a highest response ever JRA had. Then we built a giant statue in a horse race stadium. Whole project attracted people not only in a virtual but also in a real world.
During a campaign, a problem occurred. Right after we started fan poll to listen to fans’ opinion, hackers were so excited over it. They distributed special voting programs and consequently a certain character drew considerable attention and gathered 67 billion votes only in a week. That was an extraordinary happening for us and we needed to deal with it.
Hackers always trying to search for topics which they can carry on about through internet. They are troublesome but a strong spreading force for publicity on the other hand. We didn't stop the fan poll even if we were bothered by total of 80 billions of unbelievable votes by hackers' malicious program. We didn't uncover hackery. Instead we thanked them and soon re-created fan-fiction movie using actual voice actors for the appreciation to hackers. By taking advantage of their mischief, we aimed at generating publicity further.