NEXT STAGE WITH YOU

TitleNEXT STAGE WITH YOU
ClientMERCEDES-BENZ JAPAN CO.
Product / ServiceA-CLASS
CategoryA03. Augmented Mobile Experience
EntrantHAKUHODO THE DAY Tokyo, JAPAN
Idea Creation HAKUHODO THE DAY Tokyo, JAPAN
Media HAKUHODO INC. Tokyo, JAPAN
PR HAKUHODO INC. Tokyo, JAPAN
Production AOI PRO. Tokyo, JAPAN
Production 2 RHIZOMATIKS Tokyo, JAPAN

The Campaign

We developed a smartphone app named “Next Stage with YOU” which will offer time-by-time branded contents. The AR app is the fruit of collaboration with Perfume (Japanese famous pop girl band) and Yoshiyuki Sadamoto (illustrator who is famous as character designer of “Neon Genesis Evangelion”). Animated characters of Perfume perform 640 thousand patterns of dance yield by motion-capture and image analysis technology in an AR space that people can watch through their smartphone. The app gives users seamless experience from branded contents in their mobiles to actual purchase.

Creative Execution

The app was uploaded on App Store online.

“Perfume Edition” of Mercedes-Benz A-Class, limited 30 cars sold only online, was sold out. For the first time in Mercedes-Benz Japan’s history, we succeeded in performing full-scale online sales of cars. The app got lots of publicity equivalent to 460 million dollars of media fee (appeared in 17 TV programs, 25 newspapers, 2100 web media). Increased sales of A-Class had contributed to hitting a new high of sales of Mercedes-Benz Japan and holding a foremost position among imported car brands in 2015.

Target audience: “Modern Young” who usually spend a long time online with a smartphone. Approach: Giving them seamless experience from branded contents in their mobiles to actual purchase.

Credits

Name Company Position
Natsuo Sato HAKUHODO THE DAY Executive Creative Director
Taishiro Kato Hakuhodo Inc. Creative Director
Koji Takahashi Hakuhodo Inc. Art Director
Takeshi Higashitsuji Folkie Designer
Shinichi Takizawa HAKUHODO THE DAY Planner
Satoru Iki Hakuhodo Inc. Copywriter
Itaru Tsurumi HAKUHODO THE DAY Copywriter
Takenori Toyota HAKUHODO THE DAY Copywriter
Seishin Kaneshiro Hakuhodo Inc. Account Producer
Kyosuke Miyazaki AOI Pro. Producer
Seiji Amano AOI Pro. Producer
Tetsuro Iwama AOI Pro. Producer
Yusuke Tanaka Cavier Film Director
Daito Manabe rhizomatiks Digital Creative Director
Yoshihisa Hashimoto LIBZENT Innovations, Inc. Technical Director
Keisuke Arikuni rhizomatiks Digital Producer
Hiroyasu Kimura rhizomatiks Digital Art Director
Hiroki Domae logicalbeat System Development
Yusuke Toumoto rhizomatiks System Development
Seiya Ishibashi unity technologies japan Movie Effects
Yuki Ito LIBZENT Innovations, Inc. Movie Effects
Keiji Ohta armsnox Inc. Front-end Engeneering
Kentaro Mito armsnox Inc. Front-end Engeneering
Hajime Sasaki mount position Back-end Engineering
Tatsuya Takemasa rhizomatiks Back-end Engineering
Setsuya Kurotaki rhizomatiks Sound Effects
Links
Application URL