VENDING MACHINES BECOME HOTSPOTS

TitleVENDING MACHINES BECOME HOTSPOTS
BrandDRAGON QUEST WALK X SUNTORY
Product / ServiceDRAGON QUEST WALK
CategoryB02. Use of Ambient Media: Large Scale
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production GEEK PICTURES INC. Tokyo, JAPAN
Production 2 VISUALMAN TOKYO, JAPAN
Production 3 WICKED SOUND CO.,LTD. Tokyo, JAPAN
Post Production FINCH INC. Tokyo, JAPAN

Credits

Name Company Position
Noriaki Onoe DENTSU INC. Creative Director
Ryu Tamogami DENTSU INC. Copywriter / Planner
Hayato Ishimatsu DENTSU INC. Art Director
Jiro Murayama DENTSU INC. Project Producer
Hirofumi Matsuyama DENTSU INC. Account Director
Yusuke Ikemachi DENTSU INC. Account Executive
Kinuko Saitou DENTSU INC. Account Executive
Hiroshi Arita DENTSU INC. Account Executive
Takashi kushida Pyramid Film Director
Yu Oishi Freelance Cinematographer
Takuma Saeki Freelance Gaffer
Syunsuke Okutani Nouvelle Vague Production Designer
Akio Nakata GEEK PICTURES Executive Producer
Sho Ogata GEEK PICTURES Production Manager
Makie Sakurai Freelance Stylist
Noriyoshi Yamada Freelance Hair make up
Yoshihiro Nishimura NISHIMURA-EIZO Special make up
Atsushi Yamamoto finch Editor
Motoi Tanaka Lespace vision Colorist
Temuni Shimizu IMAGE STUDIO109 Mixer
Masashi Kuwahara VISUALMAN TOKYO Visual Effects
Tatsuki Fukushima UNIT CG Designer
Syun Chiba UNIT CG Designer
Shigehiko Saitou Wicked Sound Sound Designer
Hitoshi Fushimi Wicked Sound Sound Studio Producer
TEN TEN Freelance Photographer
Takuya Tsugane amana inc. Retoucher
Kazunari Akai ADBRAIN Inc. Designer
Kohei Hase ADBRAIN Inc. Designer
Yusuke Nomiyama amana inc. Photo Producer
Shohei Nakajima ADBRAIN Inc. Photo Producer
Yoshifumi Uemi Freelance 3D CG

Why is this work relevant for Brand Experience & Activation?

This project is the integration of gaming world and the reality and it expanded the possibility of the gaming brand.

Background

Dragon Quest Walk is a smartphone game built with the Google map application, which comes from a long-loved national game brannd Dragon Quest.The objective was to increase the games users of the Dragon Quest Walk.

Describe the creative idea (20% of vote)

To promote the smartphone users touch with this app, we incorporated the latitude and longitude information of Suntory vending machines into the game. We aimed to make it appear as a spot where you can do special stuffing, and invite many Suntory vending machine users into Dragon Quest Walk.

Describe the strategy (20% of vote)

Dragon Quest Walk is an application that encourages game users to walk and the vending machines is the entity that relive people's fatigue through their products. This circulation increases both sales.

Describe the execution (30% of vote)

Phase1: made up a new media "hotspots" inside the game Jan-Feb. 15000 spots of the vending machines are represented inside the game and we made a graphic and announced it at Shibuya station. Phase2: Original monster arises. Jul-Sep. Increased the number of units from 15,000 to 40,000. Implemented a new function that an orignal monster appears around the vending machine. The name is a killer vendor machine and made a game-like video for announcement. Phase3: Original vending machine product "Legend Boss" Aug-Sep. Developed vending machine-only products that incorporate the world of games. A promotional video depicting working people was also created.

List the results (30% of vote)

About 90 million customers have been sent. 5,000,000 views and 220,000 tweets. Vending machine sales also increased by more than 4%