NEXT STAGE WITH YOU
| Title | NEXT STAGE WITH YOU |
| Brand | MERCEDES-BENZ JAPAN CO. |
| Product / Service | A-CLASS |
| Category | A03. Augmented Mobile Experience |
| Entrant | HAKUHODO 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 |
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 |
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.