|Title||NO OVERTIME ZOMBIES|
|Product / Service||BIOHAZARD REVELATIONS2|
|Category||A01. Use of Promotional Events & Stunts|
|Entrant||HAKUHODO Tokyo, JAPAN|
|Entrant Company||HAKUHODO Tokyo, JAPAN|
|Advertising Agency||HAKUHODO Tokyo, JAPAN|
|Advertising Agency 2||HAKUHODO DY INTERSOLUTIONS Tokyo, JAPAN|
|Production Company||TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN|
|Production Company 2||FOV Tokyo, JAPAN|
|Tsutomu Masuda||Capcom||Advertiser Supervisor|
|Akihiro Kobayashi||Capcom||Promotion Team Leader|
|Manabu Okamoto||Capcom||Senior Promoter|
|Hiroshi Iida||Hakuhodo||Account Supervisor|
|Yasuhiro Tsuno||Hakuhodo||Account Director|
|Yusuke Soyama||Hakuhodo||Senior Account Executive|
|Keisuke Ueda||Hakuhodo||Account Executive|
|Yoshiyasu Fuse||Hakuhodo DY Intersolutions||Executive Creative Director|
|Asako Okuno||Hakuhodo||Creative Director, Planning Director|
|Kazuhiro Tabata||Hakuhodo DY Intersolutions||Planner|
|Nozomi Takei||TOHOKUSHINSHA FILM CORPORATION||Executive Producer|
|Tomoyuki Kuriu||TOHOKUSHINSHA FILM CORPORATION||Producer|
|Kentaro Saisho||FOV||Director, Editor|
|Kousuke Uda||Supecial Effects Makeup|
This campaign was done to announce the launch of new product of famous horror action game, Biohazard Revelations2 with new product feature, "weekly episodic distribution online" and package version following after. The campaign was hold to acknowledge the release of the tile to the targets who are currently distant from games and game informations and encourage them to play all within the minimum budget. We utilized press release and symbolic stunts to boost the information of the title. And designed an ambient behavioral environment to create an actual path to the product to realize the downloads-and-play action on every wednesdays.
The problems were: -Our targets were at the age of 30-40s. The targets were currently busiest workers and distant from games and game informations. In their mind, they love to play games. But they don't have time to. -Delivering the game release informations to those distant target with the budget was estimated impossible. Strategy: Shifting game informations to social topic to expand the information value with the action of game title promoting "No overtime" for busy workers and create a mood and environment to enable them to grant their wish.
Successfully acknowledged the title release to the distant users. -The topic was repetitively released on major news sites. -Along with the Japanese government proposal of "No overtime law" early this year, release of title was broadcasted nationwide with no publicity cost. -more than 50 companies applied for the campaign. Also, the campaign successfully revealed the bad work habit and generated discussion along with Biohazard brand. -359,747,480 Impressions(363,000 tweets) on twitter -Google search (jp) suggests shows "Zombies" and "Biohazard" along with "no overtime" More than above all, the campaign reminded the joy of playing games at home. -Package version recorded top sales on first week of launch as well as download version success. -Tweets literary shows the actions came into life such as "its no-overtime-wednesday, can't wait to play Biohazard.
It was implemented in 3 steps. 1, Called for participants at a press conference 2015/02/11 Catching attention from web citizens and game fans to expand the news in SNS. -Announced the campaign along with the title release information. -Released official press release to general affairs and human resource department of companies that promote no-overtime-Wednesdays. 2, Released a teaser movie 2015/02/24 Reminding the joy of playing Biohazard and creating discussion about work habit on web media and SNS. -Created zombies into life and showed a part of the stunts to appeal media for press cover and reports. -Deliver advance announcement of zombies attack along with the episode downloads releases. 3, Symbolic stunts and boost 2015/03/17 Report Social justice on "no overtime" to ensure leisure time after work. -Release a documentary movie of the stunts with media Cover and broadcast. -Along with the package version release.