The Campaign

We set the real “Game of Life” at the airport, where people’s various lives cross each other. Though the reactions of people who are not aware of the project, we aimed to have the viewers experience the concept of “the Game of Life,” such as surprise or joy, and topicalize it on SNS.

Creative Execution

We poured advertising expenses into major media such as Facebook, Twitter and True View within two weeks after its release and encouraged viewers to share it. We also posted an article on viral media, which was then reposted on various other web media, and successfully made it spread by the viewers.

The film reached 10 million views in total as the users who sympathized with the film shared it themselves. It gained more than 630,000 engagements and was picked up by more than 70 media including the national broadcasting NHK, thanks to the positive responses on SNS. This contributed to 120 – 140 % increase in sales (*depending on the enterprise). We successfully made it go viral, gaining the viewers’ favor and sympathizing comments for the product and brand.

We set parents in their 30s and 40s with children, who make the decision to purchase the product, as our core targets. Other than these targets, we also targeted people with high information sensitivity who press a lot of “likes” on “viral media,” as well as users in advertising companies. We set them as influencers and encouraged them to share the film.