1/1 PLASTIC MODEL PROJECT

Title1/1 PLASTIC MODEL PROJECT
ClientSEGA INTERACTIVE
Product / ServiceBORDER BREAK
CategoryC01. Guerrilla Marketing & Stunts
EntrantTOKYU AGENCY INC. Tokyo, JAPAN
Idea Creation SEGA INTERACTIVE Tokyo, JAPAN
Idea Creation 2 TOKYU AGENCY INC. Tokyo, JAPAN
Media Placement TOKYU AGENCY INC. Tokyo, JAPAN
PR TOKYU AGENCY INC. Tokyo, JAPAN
Production TYO INC. Tokyo, JAPAN
Production 2 PIER 21 Saitama-ken, JAPAN

The Campaign

“1/1 Plastic Model Project” In this project, we took on the challenge of crafting the main giant robot from the game in actual size in real life.

The Brief

• Overall budget:$370,000US • Breakdown of costs - Product development cost:$180,000US - PR movie production cost:$55,000US - Event cost:$135,000US • Paid Media budget (where applicable):$45,000US

Creative Execution

This Project aimed craft the largest plastic mecha model in history. The location is Shinjuku Station which was the most foot traffic of any station in the world. The plastic model of giant robot in its actual size was displayed inside the train station. We collaborated with KOTOBUKIYA , a company with internationally renowned technology in toy production , in an unprecedented case of product development. In the train station Workers came without warning , and cut of the parts. The parts were assembled , and painted to look aged and real before being completed. The robot was displayed at a sale commemoration event. The biggest life size plastic model in the world was revealed.

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

The media converge is 365 media. Free publicity is $4,600,000us. The game topped 300 thousand players in just one week after its release. And more than 90% of them were new players. In the PlayStation Store ranking , it gained 1st among all games.

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

The reason is because we provided brand's USP as a brand experience based on Japanese culture. Giant robots are representative of Japanese culture , are the subject of adoration of all Japanese men at least once in their lives.

We observed that all men in Japan used to be assembly technicians for robot in the past. It is a plastic model. We set the target to all men. Our mission was to awaken their underlying desire to craft giant robot. In this ace, realizing a foolish dream from childhood was the most effective marketing method. Because the target is interested in the action of the brand.

Credits

Name Company Position
Seiji Aoki Sega Interactive Producer
Kensaku Nishimura Sega Interactive Brand Manager
Shun Kadoi Tokyu Agency Inc. Creative Directer / Planner
Takuma Uchida Tokyu Agency Inc. Art Directer
Keisuke Harada Tokyu Agency Inc. Producer
Nobuya Sakata Tokyu Agency Inc. Account Executive
Takashi Tokoro TYO Inc. Producer
Hideki Hamatani TYO Inc. Producer
Makoto Ikekita Pier 21 Producer
Satoshi Koyama Pier 21 Producer
Ryohei Sato Freelance Photographer
Yusuke Ishida Freelance Film Directer
Albino Sound Freelance Sound Designer
Keigo Suzuki Freelance Lighting Coordinator
Tomoya Matsumura RISSI INC. Directer
Shohei Shimoda RISSI INC. Designer
Ryohei Sato Freelance Photographer
Kenichiro Shoji Tokyu Agency Inc. Assistant Planner