CategoryE01. Use of Integrated Media
EntrantPARTY Tokyo, JAPAN
Idea Creation PARTY Tokyo, JAPAN
Media Placement DENTSU INC. Tokyo, JAPAN
Production SCRAP Tokyo, JAPAN
Production 2 KAIBUTSU Tokyo, JAPAN
Production 3 BIRDMAN Tokyo, JAPAN
Production 4 PUZZLE Tokyo, JAPAN
Additional Company ZUNSYSTEM Chiba, JAPAN
Additional Company 2 DENTSU LIVE INC. Tokyo, JAPAN

The Campaign

As a lead up to the title's launch, we created a world-wide campaign for experiencing the fun of puzzle-solving. 50 puzzles appeared around 10 countries in different languages on billboards, newspaper, train station, park, actual shop, TVC, YouTube, banners, and more.

Creative Execution

Through three months, we placed 50 puzzles in eight language around 10 countries, including Waterloo Railway Station (UK), outdoor event in Tokyo (Japan), the Eiffel Tower (France), The New York Times (US), large outdoor LED display in Seoul (Korea), gondola in Venice (Italy), Marienplatz (Germany), and a pop-up of Layton Detective Agency created just for the campaign (UK). On the campaign website, users can check for hints of the actual location of a puzzle, go there, photograph and share it online with other participants to collaborate in solving it. THE "TRANSLAYTON" SYSTEM We developed our own automatic translation system for speakers of different languages to chat in real-time. The various languages entered by other players are translated into the language you set as your default. Timeline December 2016 - January 2017: Ideation & Planning February - June 2017: Production June 20, 2017: Launch

Over 500,000 people from 183 countries participated. #1 on App Store - Top Paid iPhone Games #1 on Google Play - Popular Paid Games

We placed 50 puzzles around 10 countries in different languages, using 50 types of media such as outdoor events, newspaper, billboards, signage, ad truck, and banners. Campaign participants are led to the website where they can collaborate to solve the puzzles. The website offers hints for where the puzzles appeared to prompt users to visit the actual media. Upon solving a puzzle, participants are encouraged to share their achievement on Twitter and Facebook. Through these activities on social media, the campaign gained more new participants.

Insights, Strategy and the Idea

The target audience: People who love puzzle-solving and games. In order to inform people who do not know of the new game and this campaign and spark their interest, we placed puzzles at locations with active traffic and high visibility. We also implemented an additional puzzle-solving element by offering on the campaign website hints that helped participants to look for puzzles in locations that were challenging to find.


Name Company Position
Hiroki Nakamura PARTY Executive Creative Director
Daisuke Nakamura PARTY Creative Director
Mamoru Murakami PARTY Backend Developer
Takao Kato SCRAP Executive Producer
Jinichiro Iida SCRAP Producer
Takayuki Yoshida SCRAP Contents Producer
Kojiro Honda SCRAP Contents Producer
Mei Kobayashi SCRAP Production Manager
Nobue Otomo SCRAP Production Manager
Haruka Takagi SCRAP Production Manager
Masanobu Ishii Kaibutsu Art Director & Designer
Takayuki Nagai BIRDMAN Creative Director
Kei Sato BIRDMAN Web Director
Daisuke Watanabe BIRDMAN Art Director & Designer
Wookie Choi BIRDMAN Designer
Ryota Mishima BIRDMAN Designer
Shudai Matsumoto BIRDMAN Technical Director
Kousei Motoyoshi BIRDMAN Technical Director
Kyohei Yamano BIRDMAN Frontend Engineer
Kana Fujisaki BIRDMAN Frontend Engineer
Maho Yamada BIRDMAN Motion Designer
Yosuke Fujimoto BIRDMAN Frontend Engineer
Yoshiaki Kawazu ZunSystem Backend Engineer
Gyosei Okada puzzle Producer
Atsuko Okada puzzle Producer
Yusei Ando puzzle Production Manager
Motofumi Kanesaka DENTSU INC. Creative Director
Yuma Shingai DENTSU INC. Communication Planner
Masato Nagumo DENTSU INC. Communication Planner
Naoki Muramatsu VILLAGE PINE Producer
Supporting Webpage