JAPAN – INTERACTIVE VISION

TitleJAPAN – INTERACTIVE VISION
ClientJAPAN NATIONAL TOURISM ORGANIZATION
Product / ServiceVISIT JAPAN
CategoryD01. Touchpoint Technology & Tech-led Brand Experience
EntrantENJIN Tokyo, JAPAN
Idea Creation ENJIN Tokyo, JAPAN
Production KAYAC Kanagawa, JAPAN

The Campaign

Based on the concept "JAPAN – Where tradition meets the future", we held interactive events in which distant Japan came to five European countries: Spain, Germany, France, U.K. and Italy. Visitors who stood in front of a huge LED screen would see themselves instantly appear life-sized wearing a traditional Japanese kabuki, maiko or samurai costume, which they could switch by pressing a button on the screen. We developed this AR system, which accurately reproduces authentic costumes in 3D and synchronizes their movement in real-time with the movement of participants using KINECT. The events also offered an opportunity to experience a 3-minute VR movie trip around Tokyo and Kyoto. While most live action 360-degree VR movies are taken from fixed angles to prevent the videographer and equipment from being recorded, this movie is full of dynamic camerawork.

The Brief

• Overall budget:550,000 USD • Breakdown of costs:350,000 USD(EVENT VENUE)?200,000 USD(PRODUCTION/ CREATIVE) • Paid Media budget (where applicable):0 MEDIA COST

Creative Execution

We held AR interactive vision events in 5 European countries – Spain (Madrid), Germany (Frankfurt and Munich), France (Paris), the U.K. (London) and Italy (Milan). Each of the events in these 6 cities lasted for about 5 days and was located in a popular venue, such as Frankfurt Central Station, Milan's Central Station, La Défense in Paris (the city’s most attractive commercial facility), and FITUR in Madrid (Europe’s largest travel event, which attracted over 100,000 people). Visitors to our AR interactive vision events could also experience a virtual trip to Japan at our VR experience booth.

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

Over 100,000 people participated in, and 7.4 million people visited, our AR interactive vision events in six cities across five countries in Europe. The events were also covered in over 550 stories by European media such as local TV stations, newspapers and online news sites. Within three months of its release, the VR movie also became a hot topic by earning over 13 million views (5.7 million views on YouTube and 7.3 million views on Facebook), together with 20,000 shares, 20,000 comments and 30,000 Likes on SNS. As of April 2018, the number of travelers to Japan rose 18.2% compared to the previous year and marked a record high.

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

Live street events and outdoor ads are generally ignored by passersby on city streets due to the flood of information. So it’s important to really grab their attention and hold their interest. Our huge LED screen displayed the life-size figures of passersby themselves – thus reaching beyond language barriers and grabbing their attention without fail regardless of age, gender or cultural background. It then “clothed” them in dramatic Japanese costumes and let them switch costumes to involve them in Japanese culture and hold their interest.

In a survey of Europeans and Americans considering a trip abroad, 80% said that "lack of information on what can be experienced" was one of the "reasons to give up visiting Japan". However, 80% of these participants showed strong interest in visiting Japan after being informed about what can be experienced there. The survey also found that the most appealing Japanese cultural experiences were those that were considered uniquely Japanese because they contrasted traditional culture (such as samurai or maiko in Kyoto) and urban culture (represented by Tokyo's cutting-edge technology). Therefore, our strategy for compelling visits was to materialize the concept of "JAPAN – where tradition meets the future".

Credits

Name Company Position
Shiro Nomura ENJIN TOKYO CREATIVE DIRECTOR
Mitsuhito Sato ENJIN TOKYO COPY WRITER+PRODUCER
Masahiro Kurokawa PRODUCER PRODUCER
Yusuke Okutani KAYAC Inc. PRODUCER
Yamato Honda KAYAC Inc. DIRECTOR
Goro Hayakawa KAYAC Inc. PROJECT MANAGER
Eisuke Nakao KAYAC Inc. ART DIRECTOR + DESIGNER
Atsushi Takahashi KAYAC Inc. CG DIRECTOR
Erika Ogiwara KAYAC Inc. ENGINEER
Yuji Miyano KAYAC Inc. ENGINEER
Oshima Daisuke KAYAC Inc. SOUND CREATOR
Ishii Yuji KAYAC Inc. SOUND CREATOR
Emi Nakano AVATTA Inc. SCANNING MODEL MANAGEMENT
Hidenori Nagashima AVATTA Inc. 3D MODELING
Atsuko Kamioka A440 Inc. 3D MODELING
Yoshikatsu Kanemaru A440 Inc. TECHNICAL DIRECTION
Masaya Taniguchi RHINO STUDIOS.INC TECHNICAL DIRECTION
Hideyuki Kido RHINO STUDIOS.INC 3D MODELING
Toshiya Nishikawa RHINO STUDIOS.INC 3D MODELING
Shinichi Takahashi NOI Corporation MANAGING DIRECTOR
Yoshinao Furukawa NOI Corporation PROJECT MANAGER
Junya Kondo NOI Corporation DESIGNER
Kevin Kuernten fairbranding MANAGING DIRECTOR
Maximilian Terveer fairbranding PROJECT MANAGER
Rene Bednarzyk fairbranding ARCHTECT
Jun Ueno FREELANCE CORDINATER/CONSULTING(DE)
Hiroki Yoshioka FREELANCE CORDINATER/CONSULTING(IT)
Juro Maeda FREELANCE CORDINATER/CONSULTING(FR)
Eriko Okuno FREELANCE CORDINATER/CONSULTING(ES)
Akitoshi Handa FREELANCE CORDINATER/CONSULTING(UK)
Links
Video URL