Title | AKIBA STEALTH |
Brand | UBISOFT JAPAN |
Product / Service | ASSASSIN'S CREED UNITY |
Category | G01. Branded Games |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Production Company | HAT Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Jyunya Tanimoto | DENTSU INC. | Creative Director / Copywriter / Planner / Agency Producer |
Ryusuke Nanki | DENTSU INC. | Planning Director / Planner |
Atsushi Otaki | DENTSU INC. | Planner / Copywriter / Agency Produce |
Yosuke Shidara | DENTSU INC. | Agency Producer |
Yusuke Kumon | DENTSU INC. | Account Director |
Kenichi Sato | DENTSU INC. | Account Executive |
Yusuke Mori | DENTSU INC. | Account Executive |
Maiya Kinoshita | DENTSU INC. | Copywriter / PR Planner |
Yuhi Shimomura | DENTSU INC. | Art Director |
Yohei Nemoto | Dentsu Public Relations INC. | PR Manager |
Yusuke Matsuo | Dentsu Public Relations INC. | PR Planner |
Yuichiro Inoue | RYDEN INC. | Interactive Director |
Hideo Matsumoto | RYDEN INC. | Technical Director |
Sumiyo Miki | RYDEN INC. | Production Designer |
Kiyokazu kawaharada | Honeycomb Lab. Inc. | Technical Director |
Kosuke Kasuga | Honeycomb Lab. Inc. | Programmer |
Hirokazu Kagiya | TOW CO.,LTD | Producer |
Daisuke Noro | HAT INC. | Producer |
Ryo Takebayashi | HAT INC. | Director |
Yoshitaka hirano | HAT INC. | Production Manager |
AKIBA STEALTH is the world’s first real-life action game that incorporates iBeacon technology. iBeacon was usually used to give out coupons and shopping information in an O2O setting, but for the first time in the world, we programmed it to recreate the excitement from the game and turned the city of Akihabara into a game field. With the smartphone app linked to iBeacon, users can enjoy the world of the game in real-life, evading disguised enemies and searching for the treasure. In addition, as part of the integrated campaign, a short film based on the event in Akihabara was released.
The solution connected the game’s virtual world and the reality in Tokyo. Making the gamer’s favorite city the stage of the event created publicity and successfully increased the number of Assassin’s Creed Unity fans. - Increased Rate of Purchase Per Console (Compared to previous game): 1540% - Media Exposure: covered by 144 news sources (such as, Shots, kotaku, Tokyo Otaku Mode, and other major overseas media.) - Earned Exposure: 1,000,000USD
“Assassin’s Creed Unity” is a video game sold over 73 million copies around the world, but is still little known in Japan. Our goal was to raise awareness and interest of the game within Japanese gamers to ultimately increase the new game’s sales in Japan. Inspired by the game’s distinctive feature, "Stealth Missions", AKIBA STEALTH is a game for real-life combining treasure hunting and hide-and-seek. With a smartphone app using the iBeacon technology, AKIBA STEALTH expands the role of mobile in brand experiences. Akihabara, Japan's biggest video-game district, was the perfect location for AKIBA STEALTH.
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