Why is this work relevant for Brand Experience & Activation ?

Our challenge was to raise the status of smartphone app-based manga, which is the most advanced type of manga in Japan. We aimed to attract people's attention and increase the value of a hidden masterpiece manga that is being read by 2 million people weekly, but has not received the recognition it deserves. This film is our way of making a breakthrough for the current situation where only work in manga magazines are being adapted into feature films.

Background

This project is for actualizing the feature film adaptation of "RESET GAME," the No. 1 popular title on GANMA!, the smartphone app for manga that boasts the top share in Japan at 11 million downloads. Brief 1. To inform people that smartphone manga platforms also offer wonderful work. 2. To increase the value of smartphone manga platform GANMA! and its signature title "RESET GAME." 3. To appeal to manga artists that GANMA! is, among the numerous smartphone-based manga platforms, an outstanding choice for showcasing their work. Objectives To update the biased mentality that magazine manga are superior to smartphone manga. To increase the readership of "RESET GAME." To attract attention for "RESET GAME" by developing a path for its adaptations into anime and feature film.

Describe the creative idea (20% of vote)

The idea: To hack the general opinion that "manga with film adaptations are interesting." While no official film adaptation was set, we invited Japan's renowned director to create a film for GANMA!'s No. 1 hit title. We also casted Japan's top young actor as the lead character of this captivating manga. By kindling people's anticipation with this convincing movie trailer-style film, we were able to make "RESET GAME" fans desire an actual film adaptation, and surprise people who were unaware of this intriguing manga.

Describe the strategy (20% of vote)

The digitization of manga in Japan is on the rise. Tens of smartphone apps for manga exist, and numerous people read them daily. However, the common mentality of most manga fans is that titles in manga magazines are superior to ones in smartphone apps. We needed to clear the bias that only manga magazine titles are worthy of feature film or animated adaptations. Our strategy aimed to update the existing belief among manga fans that titles in manga magazines are superior to those in smartphone apps, and to inform them that smartphone apps also offer many interesting manga. At the same time, we focused on raising awareness of the manga "RESET GAME" and pave way for its eventual feature film adaptation. We also focused on encouraging more manga artists to publish their work on manga apps.

Describe the execution (30% of vote)

December 4, 2018 Release of teaser website & teaser film Announcement in GANMA! app December 12, 2018 Launch of official website and fake movie trailer Start of YouTube Ads Releasing film materials to the media Features on multiple media Since the Launch Publicity gaining momentum The cast and influencers promoting the project through their own channels

List the results (30% of vote)

- Nearly 100 media outlets covered this project, leading to dramatically heightened buzz. - Number of GANMA! app downloads increased by 115%. - Number of "RESET GAME" readers and pageviews each increased by 200% Furthermore, multiple film companies have made offers to turn the feature film adaptation of "RESET GAME" into reality!