Title | PANICOUPON |
Brand | CULTURE CONVENIENCE CLUB |
Product / Service | PANICOUPON |
Category | A06. Events & Experiential (incl. stunts) |
Entrant | HAKUHODO Tokyo, JAPAN |
Entrant Company | HAKUHODO Tokyo, JAPAN |
Advertising Agency | HAKUHODO Tokyo, JAPAN |
Production Company | TC.MAX. Tokyo, JAPAN |
Production Company 2 | MCRAY 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, its demand is decreasing year by year. Tsutaya, the most famous DVD store in Japan, had too large of a 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 the world’s first interactive coupon, “panicoupon” which discount rate rises up in response to the people’s heart rate. Uncountable number of zombies approach you from all around in the closed space of oculus rift. 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 by 367%. Sales increased over 26 times. From “fear” to “pleasure” panicoupon shocked people’s feelings. It directly stimulated their buying motivation. Key PR elements: ・Using people's screams and reactions as media, at "Shibuya scramble intersection," the most crowded place in Japan, people actively spread "Panicoupon" all over.(Social media activity increased 367%. ) ・This world’s first approach was widely reported by the media including TV etc. ・By updating the frightening experience, we could bring fresh news to the low demand horror movie category and stimulate new conversation throughout Japan.
Make fresh news and stimulate the decreasing demand of horror movie, by updating the frightening experience. Increase DVD sales of horror movies.
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 30,000 people rushed in. This world’s first approach was widely reported by the media. Social media activity increased 367%. Sales increased over 26 times. We could hear comments like "it was the most frightening experience ever," "it totally renewed my horror experience," "my love of horror movie was reheated!" from “fear” to “pleasure” panicoupon shocked people’s feelings. It directly stimulated their buying motivation.
We invented the oculus rift 360° horror movie, you could only experience at the store. We also invented the world’s first interactive coupon, “panicoupon” which discount rate rises up in response to the people’s heart rate. Uncountable number of zombies approach you from all around in the closed space of oculus rift. We strongly utilized the feeling "fear" as a media. By oculus lift, 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. It attracted a great amount of costumers. 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 30,000 people to come. A great number of media came to report it.
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.
The strategy was to increase sales and demand of horror movie by updating the frightening experience in a totally new way that no one has ever experienced. We wanted to maximize spreading this new experience by choosing the most crowded place in Japan, "The Shibuya Intersection." As we planned to use people's screams and reactions as media, it was the most ideal place. Also, it is a place where people come from all over Japan, and all over the world, so we planned that the news could spread widely to people all over. Target audience was people who liked horror before and people who are open to new experiences, so the place and experiment was suitable.