The Campaign

I hold the public viewing by the projection mapping in the building wall surface of the NTT DOCOMO Yoyogi building. Technical communication service 5G and a real-time projection on this occasion Kirari! utilization. The smartphone measure in conjunction with a picture unfolds, too. In Web app, I solicit three ways of enjoying. The message contribution that a picture can reflect. music seeing and hearing to be able to enjoy music in conjunction with a picture. kirari! decorated letter contribution to utilize , and that a real-time picture is reflecting an athlete and is possible. I carry out an LED light and the interlocking movement with projection mapping contents that were provided for the upper part of the building.

The Brief

• Overall budget Approximately 350 million • Breakdown of costs Overall project and Negotiation expenses to various places fee:Approximately 45 million yen Technical direction cost including equipment purchase:Approximately 230 million yen Projection mapping movie fee:Approximately 45 million yen Projection Mapping Equipment location fee:300,000 yen Establish booth and technical direction cost for next generation technology "Kirari!"Approximately 36 million yen On-site progress fee on the day of the event:Approximately 1 million yen • Paid Media budget (where applicable) nothing.

Creative Execution

• Implementation Two days holding of Saturday, October 28 and Wednesday, November 29. • Timeline Enforcement time is 30 minutes. With both days, I went to 2 performances of times from half past 18 to 19:00 and the time from half past 20 to 21:00. • Placement Projection mapping is reflected by NTT DOCOMO Yoyogi building. The view place used Shinjuku southern terrace and a penguin open space of Shinjuku Station that was near to NTT DOCOMO Yoyogi building. • Scale The event that rolled up Shinjuku Station in Tokyo which could see projection mapping

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

• Business impact – sales, donations, site traffic • Response rate • Impressions October 28 (rainy weather decisive action) The guest number of people I total approximately 310 people for approximately 400 from 18:30 to 19:00, from 20:30 to 21:00: Approximately 710 people The number of the page view I total it 6,125 times from 18:30 to 19:00, from 20:30 to 21:00 2,743 times: 8,868 times November 29 The guest number of people I total approximately 810 people for approximately 905 from 18:30 to 19:00, from 20:30 to 21:00: Approximately 1,715 people The number of the page view I total it 6,595 times of from 18:30 to 19:00, from 20:30 to 21:00 4,810 times: 11,405 times. • Change in behaviour • Consumer awareness The recognition of the future public viewing,

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

YOYOGI CANDLE 2020 was a measure for the mood improvement of the future watching games-style of the brand called sports, and the smartphone which linked projection mapping took a measure. I do a building with screen more to have you enjoy sports more in Japan where the consciousness from the influence such as the Tokyo Olympics Paralympics of 2020 to sports is sublimed into and hold a measure to have you enjoy it interactively. At the point in conjunction with the brand called sports, it may be said that this measure is a brand experience.

• Target audience (consumer demographic/individuals/organisations) For the guerrilla event that I do not announce in advance, the person who was in the place that I can see near NTT DOCOMO Yoyogi building is a target. Specifically, it is a southern terrace of Tokyo Shinjuku Station, the person around the penguin open space. • Approach We distribute an exclusive brochure for 30 minutes. We shows WEB site on the day. Diffusion on SNS by the project member. By the event of November 29, I carried out a held notice projection in Yoyogi building in time the following schedule. 26th from 16:00 to 22:00 27th from 16:00 to 22:00 28th from 16:00 to 22:00 29th 16:00 - 18:30/19:00 - 20:30