|Title||1/1 PLASTIC MODEL PROJECT|
|Product / Service||BORDER BREAK|
|Category||C01. Guerrilla Marketing & Stunts|
|Entrant||TOKYU 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|
|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|
|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|
|Kenichiro Shoji||Tokyu Agency Inc.||Assistant Planner|
“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.
• 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
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.
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.
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.