PANICOUPON

TitlePANICOUPON
BrandCULTURE CONVENIENCE CLUB
Product / ServicePANICOUPON
CategoryA02. Creative Innovation (incl. business solutions in association with a brand or creative 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 NEW 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 OCULUS RIFT. PEOPLE WHO CAME TO EXPERIENCE THE MOVIE COULD GET MORE DISCOUNT AS THEY GET MORE SCARED. IT’S A SPECIAL EXPERIENCE AND A SPECIAL COUPON, YOU ONLY COULD GET AT THE TSUTAYA STORE. BY USING OQLUS LIFT, WE MADE "360°HORROR MOVIE" A CONTENTS WHICH CHANGED THE USUAL STORE TO THE NEWEST FEAR EXPERIENCING PLACE. IT IS A TRULY FRIGHTENING CONTENTS WITH NOWHERE LET TO RUN. WE PUBLISHED “PANICOUPON,” DISCOUNT COUPON WHICH DISCOUNT RATE RISES UP IN RESPONSE TO THE PEOPLE'S HEART RATE OF FEAR. IT ATTRACTED GREAT AMOUNT OF COSTUMERS. MOREOVER, WE UTILIZED “SCREAM” AND "REACTION" OF FEAR WHO EXPERIENCED THE 360°HORROR AS MEDIA. ON THE DAY OF THE EVENT, PEOPLE’S SCREAMS ECHOED THROUGHOUT SHIBUYA INTERJECTION, ONE OF THE MOST CROWDED PLACE OF JAPAN. THE IRRESISTIBLE SOUND, "SCREAM",AND THE "REACTION" OF THE FEAR EXPERIENCE, ENCOURAGED 30000PEOPLE TO COME. A GREAT NUMBER OF MEDIA CAME TO REPORT IT.

BY USING OQLUS LIFT, WE MADE "360°HORROR MOVIE" A CONTENTS WHICH CHANGED THE USUAL STORE TO THE NEWEST FEAR EXPERIENCING PLACE. IT IS A TRULY FRIGHTENING CONTENTS WITH NOWHERE LET TO RUN. WE PUBLISHED “PANICOUPON,” DISCOUNT COUPON WHICH DISCOUNT RATE RISES UP IN RESPONSE TO THE PEOPLE'S HEART RATE OF FEAR. IT ATTRACTED GREAT AMOUNT OF COSTUMERS. MOREOVER, WE UTILIZED “SCREAM” AND "REACTION" OF FEAR WHO EXPERIENCED THE 360°HORROR AS MEDIA. ON THE DAY OF THE EVENT, PEOPLE’S SCREAMS ECHOED THROUGHOUT SHIBUYA INTERJECTION, ONE OF THE MOST CROWDED PLACE OF JAPAN. THE IRRESISTIBLE SOUND, "SCREAM",AND THE "REACTION" OF THE FEAR EXPERIENCE, ENCOURAGED 30000PEOPLE TO COME. A GREAT NUMBER OF MEDIA CAME TO REPORT IT. 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.

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. THIS WAS THE WORLD'S FIRST CHALLENGE SO WE TRIED MANY ATTEMPTS. Tested with 3 GoPro HERO. Connecting couple camera screen for 360° movie, found QBiC cam was best. By iMac+Autopano+Kolor Eyes, made 360° movie checking by Oculus, experimented sense of immersion.Filmed 360° subjective view movie falling down the building by QBiCcam+special modeling+wire action.Improved the continuous action time of QBiCcam from 1to 6hours, by original mobile battery.Enable to edit 360° panorama movie by assembling Autopano Video+Autopano giga+Premiere+Flame.By 4ch acoustic formulation (fromt L/R、rearL/R), enabled sound direction with sense of immersion.