The Campaign

To do so, we implemented an idea called FLIP DOT, which would get young people to stop and pay attention. For the first outdoor advertisement of its kind in Japan, we built a large 6-meter wide by 1-meter tall signboard covered with 25,000 dot-shaped chips, each dot chip being the size of a coin. Using digital programming, we programmed multiple presentations to be enjoyed. We also aimed to make sure that the soothing, undulating sound of the flipping dot chips would be heard by passersby, even on the premises of a train station with tight regulations on producing sounds.

Creative Execution

We programmed content that could be enjoyed both visually and interactively. i. Silhouette Mode: With multiple sensors, people’s silhouettes are projected in real time, and participants can play by making typed characters collapse. ii. Yes/No Mode: When participants respond to the question “Are you 25 or younger?” by holding up their hand, a different response appears depending on whether they answer “yes” or “no,” and messages about the student discounts are promoted. iii. Animation Mode: Images featuring students in spring are played for 15-second at regular intervals, and using LED lights the signboard changes to the light-pink color of cherry blossoms. iv. Time Display Mode: Ten seconds before the hour a countdown begins, and dynamic images of cherry blossom petals dancing in the wind appear followed by docomo and student discount logo.

Describe the success of the promotion with both client and consumer including some quantifiable results

As a result, there were over 20,000 participants in a period of seven days, just counting the number of people who actually interacted with the advertisement. We were able to appeal to a surprising number of people who stopped to take a look and take pictures, etc. Furthermore, people were continually sharing images on social media after taking pictures of themselves and their friends, as their silhouettes were being projected in real time.

Explain why the method of promotion was most relevant to the product or service

This is because it is clear that the flip-dot installation was an innovative and creative way to reach and engage our target audience.

Set as Akihabara station where youth of 25 years old or younger who is the target is a place. We aimed to appeal not only to the ears but also to the ears by the innovative and dynamic movement and sound produced by digitally controlled analog dots. Visual and animation works with school life and spring blossom snow, with motif familiar to students and Japanese. Furthermore, by making it an interactive device that reacts in real time, we aimed to be widely spread by recruiting many participants.