| Title | PUCCHO A-N 4D GOGGLES |
| Brand | UHA MIKAKUTO CO., LTD., |
| Product / Service | PUCCHO |
| Category | C07. Use of Technology |
| Entrant | ADK Tokyo, JAPAN |
| Idea Creation | ADK Tokyo, JAPAN |
| Idea Creation 2 | PYRAMID FILM QUADRA Tokyo, JAPAN |
| Media Placement | ADK Tokyo, JAPAN |
| PR | INITIAL Tokyo, JAPAN |
| Production | PYRAMID FILM QUADRA Tokyo, JAPAN |
| Production 2 | PYRAMID FILM QUADRA Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| KENSUKE MORITA | ASATSU-DK INC. | Creative Director |
| MASAFUMI TAKEDA | ASATSU-DK INC. | Planner |
| MANABU MASUTA | ASATSU-DK INC. | Account supervisor |
| RYOTA KOBAYASHI | PYRAMIDFILM QUADRA INC. | Director / Planner |
| JUN ISHIKAWA | PYRAMIDFILM QUADRA INC. | Producer |
| JUNICHI MORIGA | PYRAMIDFILM QUADRA INC. | Project manager |
| HAJIME WATANABE | PYRAMIDFILM QUADRA INC. | Production manager |
| TOYOHIRO ARITA | PYRAMIDFILM INC. | Producer |
| YUKI YOSHIDA | PYRAMIDFILM INC. | Producer |
| JUNKI YODA | PYRAMIDFILM INC. | Production manager |
| MAKI ETO | STUDIO VANIMA | Production Designer |
| SHUNJIRO MIYAUCHI | YAYA INC. | App developper |
| YASUHITO ISHIKAWA | RIVER INC. | Designer |
| MAKOTO HIROSE | SeaPics JAPAN, Inc. | VR Cameraman |
| KASHIMA KAZUAKI | Cuarteto Imaginario inc. | VR Assistant Cameraman |
| SATOSHI MACHIDA | UNION,Inc. | VR Sound Designer |
| ATSUSHI GAUDI YAMAMOTO | CORNFLAKES Co., Ltd. | Suport editor |
| AKIHIRO KAJITA | free | Product movie cameraman |
| RYOSUKE KOKUBO | FREE | Lighting designer |
| YUI KOMIYAMA | INITIAL INC. | PR consultant |
| AOI YAMASAKI | INITIAL INC. | PR consultant |
VR technology+robotic engineering. A VR simulation that actually feeds the user a candy. A smartphone app inside VR goggles and a robotic arm are linked through Bluetooth. The robotic arm moves in synch with the VR video footage of the heartthrob feeding the user candy, and actually feeds the user the candy. There are three storylines to give youth multiple experiences. The robotic arm is synched to each storyline. We added a tease function so just when the user thinks the candy will be popped in their mouth, the robotic arm pulls back. We gave attention to the fine details to stimulate the desires of young users. Close-up 3D footage was shot in 360°high-resolution 4K video so that even the tip of the idol’s finger can be seen close up. There is stereophonic audio with the direction and volume of the sound adjusting based on how the goggles are tilted.
September 20, 2017: Presentation made to client November 29, 2017: First draft of product concept drawing and design plans completed December 14, 2017: Product specifications and design are set January 12, 2018: Hardware mock-up, internal mechanisms completed January 16, 2018: VR video footage shot February 13, 2018: Prototype #1 completed March 5, 2018: Campaign launched (product announced) March 5, 2018: web Media launch(WEB movie) March 13, 2018: TV Media launch(WEB movie)
Product movie views total of over 10,000,000/WEEK No.of engagements 1,900,000/month Estimated earned media over 130,000,000JPY Sales performance compared with before the campaign 116% Media coverage 220 No.of retweets over 110,000RT Increased follower of Twitter account over 78,000
Because maximizing topics with socialized images and making it a success as a promotion.
Planning measures to deploy on Twitter, which many Japanese young people love, targeting young people who are the purchasing layer of soft candy. I tried to talk about social topics on SNS with interesting videos that utilized young actresses popular with the target layer.