SHIBUYA FALLOUT

TitleSHIBUYA FALLOUT
ClientTOWA PICTURES
Product / ServiceMISSION: IMPOSSIBLE - FALLOUT
CategoryD02. Use of Mobile & Devices
EntrantDENTSU EVENT OPERATIONS INC. Tokyo, JAPAN
Idea Creation DENTSU EVENT OPERATIONS INC. Tokyo, JAPAN
Idea Creation 2 DENTSU INC. Tokyo, JAPAN
Idea Creation 3 BASCULE Tokyo, JAPAN
Media Placement DENTSU EVENT OPERATIONS INC. Tokyo, JAPAN
Media Placement 2 DENTSU INC. Tokyo, JAPAN
PR DENTSU EVENT OPERATIONS INC. Tokyo, JAPAN
PR 2 DENTSU INC. Tokyo, JAPAN
Production DENTSU EVENT OPERATIONS INC. Tokyo, JAPAN
Production 2 DENTSU INC. Tokyo, JAPAN
Production 3 BASCULE Tokyo, JAPAN

The Campaign

An immersive, suspenseful "M:I experience" that has never been done before. SHIBUYA FALLOUT - The world's first real-life Audio AR spy game. With Audio AR technology and a suspenseful synopsis, involving terrorists sneaking over a hundred bombs in Shibuya, we seamlessly connected the M:I world and the real world. As IMF agents, players will search and defuse them while avoiding enemy contact. Just like the movie, the mystery identity of the terrorists unravels as the mission progresses.

The Brief

Overall Budget ¥36,438,439 Breakdown of costs --------------- OOH ¥9,788,439 DIGITAL ¥9,810,000 (Paid SNS ad ¥2,550,000 / PV/webiste Production ¥5,560,000 / Web PR ¥1700,000) EVENT ¥16,840,000 -------------------- Paid Media Budget (Including ads unrelated to event) ¥24,676,878

Creative Execution

119 Beacons disguised as terrorist bombs were placed all over the city. Meanwhile, agents were recruited through a online video and website for the upcoming mission. SHIBUYA FALLOUT was held on July 13 (official "Ethan Hunt Day" in Japan), just few weeks before the film release. It consisted of three sessions of the 1hour games. Agents were gathered in a movie theater to be briefed by IMF headquarters, then released into the city with the Audio AR app in their smartphones. Our original rules made the game enjoyable as a group, but just the right difficulty. Such as: ·All agents must defuse 119 bombs collectively. (about 150 agents per session) ·Agent will be eliminated if an enemy is in proximity of agent device. ·App's Map will only show approximate location of bomb. Agent must search area themselves. ·App's bomb-diffusion speed will increase when connected by multi-players

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

SHIBUYA FALLOUT created an extraordinary experience and opened up a new genre of entertainment. Players were amazed and the media were talking about how this new technology-use would affect our future. - 500 Participants became our advertisement, walking around Shibuya with film's logo on their sunglasses and vest, and sharing their photos on social media. Some even drew a manga about the event. - Over $4M Earned Media - 590M+ Online Impressions - 332 Media Exposures - Featured News Coverage on TV: NHK 5min, TV Tokyo 8min "Audio AR expected to expand to a 5 trillion yen Market" - TV Tokyo

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

SHIBUYA FALLOUT brought fiction to the real world with the power of Audio AR. Each audience had a unique, immersive, and suspenseful "agent experience." The youth central of Tokyo, Shibuya, turned into a game field, where people searched and defused bombs, sneaked away from enemies, and received real-time support from Mission: Impossible's trusted technologist, Benji Dunn, just like in the movie.

We targeted was the younger generation who isn't familiar to the M:I series, and get them and the media talking about the film through an unforgettable experience using new technology. Audio AR uses signals from Beacons and GPS, triggering users' smartphones play programmed audio that effects reality in some way. We applied this technology to bring the film to life in Tokyo's most youth-populated area, Shibuya. A spy is always accompanied with a trustful technologist/navigator. In the newest M:I film, that right-arm character is Benji Dunn. With Audio AR, we were able to have Benji remotely support our agents through their earpieces. We recorded a variety of scripts with Benji's actual voice-over actor. Then programmed it to play at Beacons (equipped on the bomb or enemy) or appropriate timings, creating an illusion that Benji is communicating to you real-time.

Credits

Name Company Position
Shunsuke Kaga DENTSU INC. Creative Director
Maiya Kinoshita DENTSU INC. Copywriter/Scenario Writer
Kensuke Matsumoto DENTSU LIVE INC. Experience Producer
Kenji Ozaki DENTSU LIVE INC. Experience Planner
Akinobu Takahashi DENTSU LIVE INC. Experience Planner
Nobuo Hara Bascule Inc. Lead Experience Director
Kazuhisa Maegawa Bascule Inc. Technical Director/Engineer
Seiki Nakayama Bascule Inc. Technical Producer
Hiroyuki Mikami salvo Inc. Engineer
Toshiyuki Cho salvo Inc. Engineer
Tetsuhiro Maruyama Bascule Inc. Back-end Engineer
Shojiro Nakaoka bitztream Audio Editor
Mari Yoshida Bascule Inc. Production Manager
Yuto Nagumo Bascule Inc. Art Director
Ryota Jikuya Freelance Designer (Web)
Miyako Ueki Bascule Inc. Designer (Web)
Yuko Katsuta Bascule Inc. Front-end Engineer (Web)
Hironobu Tokai Freelance Director (PV)
Eiku Tamada Freelance Cameraman (PV)
Shingo Nagata Freelance Lighting Designer (PV)
Rina Suzuki Freelance Stylist (PV)
Shinichiro Yamagishi Japan Media Systems Corporation MA Mixer (PV)
Takahiko Kajima P.I.C.S. Co., Ltd. Producer (PV)
Mai Endo P.I.C.S. Co., Ltd. Production Manager (PV)
Links
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