PUNISH FOR PANIC

TitlePUNISH FOR PANIC
BrandJAPAN PARK & RESORT
Product / ServiceAMUSEMENT PARK "SPACE WORLD"
CategoryB05. Use of Technology
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
Idea Creation 2 INVISIBLE DESIGNS LAB Tokyo, JAPAN
Idea Creation 3 ANNO LAB Fukuoka, JAPAN
Media Placement HAKUHODO INC. Tokyo, JAPAN
PR HAKUHODO INC. Tokyo, JAPAN
Production HAKUHODO INC. Tokyo, JAPAN
Production 2 INVISIBLE DESIGNS LAB Tokyo, JAPAN
Production 3 ANNO LAB Fukuoka, JAPAN

Credits

Name Company Position
tomohiko kawanishi hakuhodo creative director
Masayuki Noda invisible designs lab Planner / Producer
Yudai Kagawa invisible designs lab Producer
Sadam Fujioka anno lab Technical Director/ Programmer
Nariaki Iwatani anno lab Technical support
Megumi Yoshida anno lab Technical support
daizo imabayashi hakuhodo Art director
shinji asano hakuhodo products producer

The Campaign

“Must not get panic haunted house” We recreate an innovative haunted house. When visitor’s heart rate goes up by fear in the house, a heart rate monitor measure their heart rate and it gives them an electric shock. Thereby it becomes an attractive content to experience double fears both the haunted house and the electric shock.

Creative Execution

In June 2017. The haunted house was recreated. Visitors wear heart rate monitors on the arm on one side, and an electric shock watch on the other side. The system is below. When visitor’s heat rate exceeds a certain value, the signal will transmit to the watch and the watch gives them an electric shock. There is a “brave mode” for men to get punished in place of ladies in panic. And “love congratulation mode” for ladies, when men are in panic.

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

This haunted house was covered by over 100 media mentions. The wait was longer than 70 minutes. The users increased 167% compared to the previous year.

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

Because by developing the analog haunted house become a new technology place, we create the action people visit the park.

Our target is a digital native generation who are over fifteen years old. We attract them to develop the analog haunted house become a new technology place. The point is “Control”. People feel fear when they are controlled. By controlling, the haunted house enhances visitor’s fear.

Links

Website URL