LIVE NEWSFLASH BANNERS
Case Film
Presentation Board
| Title | LIVE NEWSFLASH BANNERS |
| Brand | NIPPON TELEVISION NETWORK CORPORATION |
| Product / Service | HAKONE EKIDEN |
| Category | G01. Mobile Advertising |
| Entrant | HAKUHODO Tokyo, JAPAN |
| Entrant Company | HAKUHODO Tokyo, JAPAN |
| Advertising Agency | HAKUHODO Tokyo, JAPAN |
| Media Agency | HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN |
| Production Company | AOI PRO. Tokyo, JAPAN |
Credits
| Name | Company | Position |
|---|---|---|
| Hitoshi Sakamoto | Hakuhodo Inc. | Creative Director/Copywriter |
| Ai Suzuki | Hakuhodo Inc. | Creative Producer |
| Konje O | O Inc. | Copywriter |
| Koichi Kosugi | Hakuhodo Inc. | Art Director |
| Yasuhiro Yamamoto | Hakuhodo i-studio Inc. | Producer |
| Nao Fujishima | Hakuhodo i-studio Inc. | Producer |
| Jyutaro Mochizuki | Hakuhodo i-studio Inc. | Interactive Creative Director |
| Shohei Hasegawa | Hakuhodo i-studio Inc. | Production Designer |
| Kentaro Tetsuka | Hakuhodo i-studio Inc. | Production Designer |
| Muneaki Kanda | FUTUREK INC. | Technical Director |
| Tomohiro Ishizono | FUTUREK INC. | System Engineer/Programmer |
| Takeshi Hirose | FUTUREK INC. | Technical Manager |
| Daisuke Fukushima | Hakuhodo DY Media Partners Inc. | Producer |
| Hirotaka Ichikawa | Nippon Television Network Corporation | Director, Sports Division |
| Yukihiro Tsuchiya | Nippon Television Network Corporation | Producer, Sports Division |
| Tomonori Kato | Nippon Television Network Corporation | Manager, Cyber Business Stratgey |
| Ayaka Beppu | Nippon Television Network Corporation | Manager, Cyber Business Strategy |
| Satoshi Nakatani | Nippon Television Network Corporation | Manager, Programming |
| Shin Ono | Nippon Television Network Corporation | Manager, Network Sales |
| Shintaro Takeba | Nippon Television Network Corporation | Manager, Sales Planning & Administration |
| Natsuki Kogure | Hakuhodo Inc. | Designer |
| Hisaya Katoh | AOI Pro. | Producer |
| Kazuki Sato | AOI Pro. | Production Manager |
| Hiroaki Maji | AOI Pro. | Production Manager |
| Seiji Kofune | Editing Director |
Creative Execution
"Newsflash" banners went LIVE every 6 minutes, within 10 seconds from production to posting, totaling 102 banners on the Google Display Network during the race. Headlines reporting the LIVE excitement such as unexpected turnovers, runners missing the cut-off time, and record setting sprints were posted along with the real-time location of the occurrence. The real-time location of the runners was tracked by setting GPS on the coaches' cars driving behind each runner. The location data indicated on Google maps would then be pulled into the banners in real-time, showing the runners' icons moving across the map.
We achieved 73M impressions in 11 hours, TV viewership ratings increase of 1.4% compared to previous year, generated over 10K tweets referring to the newsflash banners during the race, and 140% increase in site visit. But our success was much more than broadening the audience of this marathon race; we pioneered a new possibility of smartphone banners by transforming it into a LIVE broadcasting media.
The goal was to broaden the audience of "Hakone Ekiden," Japan's biggest annual relay-marathon race. While it had already captured a huge audience on site and TV, we wanted everyone: those out shopping, traveling, or spending time with friends to enjoy the race LIVE. Apart from the fact that they're "not watching the race," we found a simple, common factor among them: they're all on their smartphones. So, our idea was to report the race LIVE on smartphone banners, with no need to access a website or download an app.