|Brand||OTSUKA PHARMACEUTICAL CO.|
|Product / Service||POCARI SWEAT|
|Category||B03. Social for Mobile|
|Entrant||HAKUHODO INC. Tokyo, JAPAN|
|Idea Creation||HAKUHODO INC. Tokyo, JAPAN|
|Media||HAKUHODO INC. Tokyo, JAPAN|
|KAZUHIRO SUDA||HAKUHODO Inc.||Executive Creative Director|
|HIROSHI OKAMOTO||HAKUHODO Inc.||Creative Director|
|KEI NAKAMURA||HAKUHODO Inc.||Copywriter|
|NAOKI ONO||HAKUHODO Inc.||Copywriter|
|YUKI YOKOI||HAKUHODO Inc.||Copywriter|
|KEI KAWABE||HAKUHODO Inc.||Art Director|
|Yuka Saji||HAKUHODO DY MEDIA PARTNERS INCORPORATED.||Producer|
|Yuh Naito||Data Stadium Inc.||Senior Producer|
|Takeshi Kushida||PIRAMID FILM Inc.||Director|
|Takeshi Kasuga||PIRAMID FILM Inc.||Film Producer|
|Shiosaka Fumio||TYO Inc.||Director|
|Nakagawa Kanako||TYO Inc.||Nakagawa Kanako|
|Ito Taku||TYO Inc.||Producer|
Pocari Sweat, a sports drink company, created a media channel so that family and friends who could not travel to the venues could watch the competitions and provided live feeds for all 5,000 competitions in all 30 events from the tournament. In this way, we were able to respond to the insight that everyone wants to cheer on their family members and friends as they strive to perform their best in competition.
A staff of more than 1,700 people using more than 107 video cameras and mobile Wi-Fi technology streamed the heat of the battles from all 5,000 competitions in all 30 events live throughout Japan. Competition results and highlights were also posted, putting all the tournament’s information in everyone’s palms.
An audience more than seven times larger than the roughly 600,000 spectators that attended the tournament in person viewed the tournament’s competitions. Social media was flooded with messages of admiration for the valiant efforts of the high-school athletes, which had previously gone unseen. Moreover, when surveyed, 70 percent said their trust in and goodwill toward the brand had increased, 60 percent said their intention to purchase had risen, and 50 percent said they had actually purchased more of the brand’s products.
We made it possible to watch every competition on smartphones, the device of choice among high-school students and their families, so that everyone could easily watch and cheer on their favorite competitors regardless of where they were.