| Title | THE GOLD HUNTER |
| Brand | SAPPORO BREWERIES |
| Product / Service | MUGI TO HOP THE GOLD |
| Category | B04. Use of Ambient Media: Large Scale |
| Entrant | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Idea Creation | YOMIKO ADVERTISING Tokyo, JAPAN |
| Production | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Tsuyoshi Toyama | YOMIKO ADVERTISING INC. | Creative Director |
| Shinnosuke Togawa | YOMIKO ADVERTISING INC. | ART DIRECTOR/PLANNER |
| Erika Yamamoto | YOMIKO ADVERTISING INC. | Copy writer/PLANNER |
| Shigenobu Uehara | YOMIKO ADVERTISING INC. | Producer |
| Masami Kato | YOMIKO ADVERTISING INC. | Producer |
| Hiroaki Sakai | TOW INC. | Producer |
| Kenji Maruyama | Interactive Studio 1→10design, Inc. | Web Producer |
| Takuya Takahashi | Interactive Studio 1→10design, Inc. | Project Manager |
| Takuya Takahashi | Interactive Studio 1→10design, Inc. | Project Manager |
| Ken Yoshioka | Interactive Studio 1→10design, Inc. | Designer |
It’s an interactive treasure hunt that anyone can participate by just holding up smartphones to the big outdoor media in shibuya. It is the first interactive outdoor media in Japan applying electrostatic ink “THE GOLD HUNTER~ Get “THE GOLD” hidden in SHIBUYA~”
It’s an interactive treasure hunt that anyone can participate by just holding up smartphones to the big outdoor media. In 5 minutes, the participants need to find a hidden treasure from 600 cans of beer on outdoor media. The poster was printed with special ink technology that interactively reacts to smartphones and enables users to detect hidden treasures.
About 1,500 participants in 2 days! A 60 minute maximum waiting time was recorded like a theme park. $220,000 MEDIA IMPRESSIONS The scene of the crowd holding up smartphones to the outdoor media widely spread throughout SNS. The renewal of the brand was successfully spread to a young audience more than initial target.
As part of our mission, the brand needed to spread the word about the brand renewal to not only the existing target demographic, but also to a younger audience as well. It is not easy to communicate through mass media to a young audience who mainly obtain information from smartphones. It’s an interactive treasure hunt that anyone can participate by just holding up smartphones to the big outdoor media in shibuya.
As part of its mission, the brand needed to spread the word about the brand renewal to not only the existing target demographic, but also to a younger audience as well. It is not easy to communicate through mass media to a young audience who mainly obtain information from smartphones.