| Title | PANICOUPON |
| Brand | CULTURE CONVENIENCE CLUB |
| Product / Service | PANICOUPON |
| Category | A07. Use of Events and Stunts |
| Entrant | HAKUHODO Tokyo, JAPAN |
| Entrant Company | HAKUHODO Tokyo, JAPAN |
| Advertising Agency | HAKUHODO Tokyo, JAPAN |
| 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 |
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 OCULUS RIFT.
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 DIRECTLY STIMULATED THEIR BUYING MOTIVATION.
WE STRONGLY UTILIZED THE FEELING "FEAR" AS A MEDIA. BY USING OCULUS RIFT, WE CHANGED THE USUAL STORE TO THE NEWEST FEAR EXPERIENCING PLACE. WE PUBLISHED “PANICOUPON,” DISCOUNT COUPON WHICH DISCOUNT RATE RISES UP IN RESPONSE TO THE PEOPLE'S HEART RATE OF FEAR. 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.
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.