| Title | LAYTON'S MYSTERY JOURNEY: REAL WORLD PUZZLE SOLVING |
| Brand | LEVEL-5 |
| Product / Service | LAYTON'S MYSTERY JOURNEY |
| Category | F01. Integrated Campaign led by Brand Experience & Activation |
| Entrant | PARTY 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 |
| 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 |
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.
- Overall Budget: 230 million JPY (approx. 2,034,000 USD) - Breakdown of Costs Planning, Direction, Producing: 45 million JPY (approx. 398,000 USD) Production: 40 million JPY (approx. 354,000 USD) PR: 5 million JPY (approx. 44,000 USD) - Paid Media Budget: 140 million JPY (approx. 1,238,000 USD)
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, and raised more awareness for the brand and its newest puzzle game.
The target audience: People who love puzzle-solving and games. Media planing & approach: 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.