NO OVERTIME ZOMBIES

TitleNO OVERTIME ZOMBIES
BrandCAPCOM
Product / ServiceBIOHAZARD REVELATIONS2
CategoryA01. Use of Promotional Events & Stunts 
EntrantHAKUHODO 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

Credits

Name Company Position
Tsutomu Masuda Capcom Advertiser Supervisor
Akihiro Kobayashi Capcom Promotion Team Leader
Manabu Okamoto Capcom Senior Promoter
Taisuke Mizukami Capcom 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
Naoya Nishikubo FOV Editor
Kousuke Uda Supecial Effects Makeup

Brief Explanation

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 Brief

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.