|Title||BOAT RACE 2014 / GUESS WHO? CAMPAIGN|
|Brand||BOAT RACE PROMOTION ASSOCIATION|
|Product / Service||PUBLIC COMPETITION SPORTS|
|Category||A06. Use of Broadcast in a Promotional Campaign|
|Entrant||C3 FILM Tokyo, JAPAN|
|Entrant Company||C3 FILM Tokyo, JAPAN|
|Advertising Agency||ASAHI ADVERTISING Tokyo, JAPAN|
|Production Company||C3 FILM Tokyo, JAPAN|
|Kyoji Onuma||Asahi Advertising Inc.||Executive Creative Director,Copywriter|
|Hirokazu Usui||Asahi Advertising Inc.||Art Director|
|Kazuhiko Sumi||Asahi Advertising Inc.||Art Director|
|Yui Shiina||Asahi Advertising Inc.||Art Director|
|Yasuki Fukushima||Asahi Advertising Inc.||Account Director|
|Ryo Fujiwara||Asahi Advertising Inc.||Account Manager|
|Sho Nagai||Asahi Advertising Inc.||Account Manager|
|Satoshi Tomita||Asahi Advertising Inc.||Account Manager|
|Gaku Suzuki||Asahi Advertising Inc.||Account Executive|
|Yuri Egami||Asahi Advertising Inc.||Account Executive|
|Masaaki Iizuka||C3Film||Gaffer,EditorExecutive production producer|
|Kazuki Ito||C3Film||Production Manager|
We have been able to succeed in increasing popularity and favorableness of the game by making the youngsters pay attention to the commercial.
There are 6 colors for the boats participating in the race. We replaced the boats with dancer models who joined in a very powerful and sexy dance battle. With the models’ faces covered by masks, viewers would naturally want to know who were behind them and kept making guesses. By betraying their guesses, the commercial became the hot topic to be discussed, which is the main aim of this commercial.
Annual sales up by US$ 281,000,000/Visitors number up by 4,240,000/Favorability of CM up by 4.9 times/Number of PV for the website increased by 470% compared to previous year.
The most serious problem for “Boat Racing” industry is the aging demography of visitors. Therefore, it was a must to gain more attention from the youngster. Up until now, there had been many ways of promotion the game but not many proved to be successful. Therefore, we used an almost impossible way, a very “playful” way to attract people’s attention. After one year of broadcasting, viewers realized that their expectation had been “ played” with and just laughed it off, creating a huge wave of discussion of the topic.