PANICOUPON

Gold Spike

Case Film

Presentation Board

TitlePANICOUPON
BrandCULTURE CONVENIENCE CLUB
Product / ServicePANICOUPON
CategoryB02. Use of Other Digital Solutions in a Direct Marketing Campaign
EntrantHAKUHODO Tokyo, JAPAN
Entrant Company HAKUHODO Tokyo, JAPAN
Advertising Agency HAKUHODO Tokyo, JAPAN

Credits

Name Company Position
Kazuhiro Suda HAKUHODO INC.  Executive Creative Director
Airo Takanohashi  HAKUHODO INC.  Executive Creative Director
Takahiro Eguchi  HAKUHODO INC.  Creative Director
Masako Shimizu HAKUHODO INC.  Copywriter
Kei Nakamura  HAKUHODO INC.  Copywriter
Keita Kojima  HAKUHODO INC.  Art Director
Masateru Kametani  HAKUHODO INC.  Project Curator 
SHINICHIRO INABA IMJ Creative Director
TAKUYA SATO IMJ Technical Director
TOMOSHI ARAI IMJ Technical Director
YURI NAGANO IMJ Designer
KOJI GOTO IMJ Art Director
KOJIRO FUKUSHI IMJ PR Director
TAKESHI ANZAI CRAY Production Producer
TAKAAKI MIYAZAWA CRAY Production Manager
SATOSHI TANAKA CRAY Director
DAISUKE MAEDA MCRAY Technical Advisor 
TOMOYUKI TANAKA MCRAY Editor
MUNEAKI SHIBUYA MCRAY Sound Design Arrangement
AYA HIRAGA MCRAY Editor

The Brief

HORROR WAS ONE OF THE MOST POPULAR MOVIE CATEGORIES IN JAPAN.BUT THESE DAYS, IT'S DEMAND IS DECREASING YEAR BY YEAR.TSUTAYA, THE MOST FAMOUS DVD STORE IN JAPAN, HAD TOO LARGE OF STOCK OF HORROR MOVIES.WE NEEDED A PLAN TO ATTRACT CONSUMERS AND INCREASE SALES,BY UPDATING THE FRIGHTENING EXPERIENCE. WE INVENTED THE OCULUS RIFT 360°HORROR MOVIE, YOU COULD ONLY EXPERIENCE AT THE STORE. WE ALSO INVENTED A WORLD’S FIRST INTERACTIVE COUPON, “PANICOUPON” WHICH DISCOUNT RATE RISES UP IN RESPONSE TO THE PEOPLE’S HEART RATE. UNCOUNTABLE NUMBER OF ZOMBIES APPROACHES YOU FROM ALL AROUND IN THE CLOSED SPACE OF OCULUSRIFT. ON THE DAY OF THE EVENT, PEOPLE’S SCREAMS AND REACTIONS ENCOURAGED PEOPLE TO COME. IN TOTAL THIRTY THOUSAND PEOPLE RUSHED IN.THIS WORLD’S FIRST APPROACH WAS WIDELY REPORTED BY THE MEDIA. SOCIAL MEDIA ACTIVITY INCREASED 367%.SALES INCREASED OVER 26 TIMES. FROM “FEAR” TO “PLEASURE” PANICOUPON SHOCKED PEOPLE’S FEELINGS.IT DIRECLTY STIMULATED THEIR BUYING MOTIVATION.

Creative Execution

WE INVENTED THE OCULUS RIFT 360°HORROR MOVIE, YOU COULD ONLY EXPERIENCE AT THE STORE. WE ALSO INVENTED A WORLD’S FIRST INTERACTIVE COUPON, “PANICOUPON” WHICH DISCOUNT RATE RISES UP IN RESPONSE TO THE PEOPLE’S HEART RATE. UNCOUNTABLE NUMBER OF ZOMBIES APPROACHES YOU FROM ALL AROUND IN THE CLOSED SPACE OF OCULUS RIFT. PEOPLE WHO CAME TO EXPERIENCE THE MOVIE COULD GET MORE DISCOUNT AS THEY GET MORE SCARED.

Describe the creative solution to the brief/objective.

People who do not watch horror movie recently, and all the walker who across the Shibuya Crossing .(Everytime the signal changes to blue 3000 people across there.Totally 500000 people across per a day.) They gravitated toward Tsutaya by the scream of the people who attended the event.

Results

IT’S A SPECIAL EXPERIENCE AND A SPECIAL COUPON, YOU ONLY COULD GET AT THE TSUTAYA STORE. ON THE DAY OF THE EVENT, PEOPLE’S SCREAMS AND REACTIONS ENCOURAGED PEOPLE TO COME. IN TOTAL THIRTY THOUSAND PEOPLE RUSHED IN.THIS WORLD’S FIRST APPROACH WAS WIDELY REPORTED BY THE MEDIA. SOCIAL MEDIA ACTIVITY INCREASED 367%.SALES INCREASED OVER 26 TIMES. FROM “FEAR” TO “PLEASURE” PANICOUPON SHOCKED PEOPLE’S FEELINGS.IT DIRECLTY STIMULATED THEIR BUYING MOTIVATION.