| Title | ESCAPE FROM THE WHITE ROOM |
| Brand | PERNOD RICARD JAPAN |
| Product / Service | CAFÉ DE PARIS |
| Entrant | TUGBOAT Tokyo, JAPAN |
| Idea Creation | TUGBOAT Tokyo, JAPAN |
| Media | PERNOD RICARD Tokyo, JAPAN |
| Production | BIRDMAN Tokyo, JAPAN |
| Production 2 | SCRAP Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Norihisa Dohmen | TUGBOAT | Creative Director |
| Kan Taniguchi | TUGBOAT | Account Director |
| Kenji Mitsuhashi | TUGBOAT | Producer |
| Roy Ryo Tsukiji | BIRDMAN Inc. | Creative Director |
| Takayuki Nagai | BIRDMAN Inc. | Creative Director |
| Takayuki Nagai | BIRDMAN Inc. | Art Director |
| Haruka Yokokawa | BIRDMAN Inc. | Project Manager |
To experience the colorful world of the brand, phenomenal Real-Escape-game expert SCRAP was assigned to crate first Real-Escape-Game using the latest digital technologies along with the sampling event. We centered the campaign to the event and developed a online campaign(video, game and site) to maximize the buzz to drive interest to the event.
To broaden the colorful and sparkling world of the brand through a unique and viral brand experience, the first "real Escape Game" event was set. October 2015, a month before the event created a buzz by a video online and a smartphone game. These 2 intriguing teasers of the campaign went viral on SNS. The players who successfully cleared the smartphone game could download a coupon to redeem a prize at the event venue. November 6-8,within the sampling event we built the Escape game room. The event were followed up by the highlight video of the night. And the campaign left the after taste to the target to enjoy the Cafe de Paris sparkling wine into the holiday season 2015.
Event: The game was fully booked, 5,000 glasses of sparkling wines were served and more than 5,000 mini-bottles were handed out at the event. Campaign: ?Campaign website 146,000 sessions 4K SNS mentions, 1.25M video view 117K online game participation Press coverage: The sampling event coverage includes 14 TV Programs, 227 online articles and it led to 3M Euros/3.3M USD in advertising value equivalency. Business: +4.5% from previous year
Proof of digital can bring real people and friends closer. The climax of the campaign was set at the phenomenal Real-escape-game, which is a new hot entertainment in Japan among the target age group, using the latest digital technologies. The campaign was maximized by the buzz and interests of the viral brand experience.
Within the sampling event we built a white room. A group enters the room and only way out is to solve 5 mysteries in 10 minutes. As the players solve the mysteries, the room becomes colorful. Projection-mapping, Kinect, light-sensors, polarizer-film, near-field-communication were used. A month before the event, a buzz was created by a video-online and a smartphone-game. These campaign teasers went viral on SNS. The players wins a prize online to redeem at the event.