AU FUTURE STADIUM

TitleAU FUTURE STADIUM
ClientKDDI
Product / ServiceAU FUTURE STADIUM
CategoryD01. Touchpoint Technology & Tech-led Brand Experience
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN

The Campaign

1. "au VR SEAT" Instant VR replay allows spectators to see the game from multiple angles, bringing the action right up close. 2. "Realtime Stats" "au Stats Award" We also added real-time stats visualized in VR so fans can explore new experience. This led to a new award category. 3. "4D Replay" An additional 100 cameras were installed for 4D Replay to time-slice key plays. The replays were broadcast on TV, and credited on-screen with "au 4D replay", giving the technology a unique exposure.

The Brief

This effort reached over 10 million people and was picked up not only in Japan but also by overseas media. Also, 3,025 applications have flooded for the limited number of au VR SEAT. au's brand score for "innovative company" rose by 2.8 times, and for "exciting company" by 3.3 times. This result is a high praise for the brand.

Creative Execution

1. "au VR SEAT" Instant VR replay allows spectators to see the game from multiple angles, bringing the action right up close. 2. "Realtime Stats" "au Stats Award" We also added real-time stats visualized in VR so fans can explore new experience. This led to a new award category. 3. "4D Replay" An additional 100 cameras were installed for 4D Replay to time-slice key plays. The replays were broadcast on TV, and credited on-screen with "au 4D replay", giving the technology a unique exposure.

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

This effort reached over 10 million people and was picked up not only in Japan but also by overseas media. Also, 3,025 applications have flooded for the limited number of au VR SEAT. au's brand score for "innovative company" rose by 2.8 times, and for "exciting company" by 3.3 times. This result is a high praise for the brand.

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

The work we enter is a ground-breaking audience experience we created at the "E-1 Football Championship 2017". Soccer is one of the world's best-loved sports and entertainment. We believe that we took the enjoyment of soccer to the whole new level with our execution powered by telecommunication technology, that is the brand's core value. That is the reason we enter the work in the Entertainment category.

Soccer is one of the world's best-loved sports and entertainment. Amidst the world's attention, we improved our brand value by providing the world's first surprise experience.

Credits

Name Company Position
Ichiro KINOSHITA Dentsu Inc. 1CRP
Kazunori SAITO Dentsu Inc. 1CRP
Nobuaki HATTORI Dentsu Inc. 1CRP
Masahiro OKUMURA Dentsu Inc. 1CRP
Takuya FUJITA Dentsu Inc. CDC
Takuya TAKEMOTO Dentsu Inc. 5CRP
Shinnosuke MATSUYOSHI Dentsu Inc. 1CRP
Kana NAKAKO Dentsu Inc. 5CRP
Suguru MYOEN Dentsu Inc. 3CRP
Daisuke TSUTSUMI Dentsu Inc. 1CRP
Hironori KURIHARA Dentsu Live produce room1
Hiroshi MIYANAGA Dentsu Live produce room1
Taro KITAGAWA Dentsu Inc. 6BP
Hiroshi OCHI Dentsu Inc. 6BP
Fumitomo TAKAHASHI Dentsu Inc. 6BP
Satoshi TATEOKA Dentsu Inc. 6BP
Reo SUZUKI Dentsu Inc. 6BP
Makoto KANABAYASHI Dentsu Inc. business D&A
Kosuke EGAMI Quark tokyo Video distribution room
Mana HASHIMOTO Quark tokyo
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