Why is this work relevant for Direct?

“ONE PIECE” commemorated its 100th issue. The challenge was to create an opportunity for the younger generation to talk about it in a light-hearted way, and to further "refresh" the fans, so that the comic is no longer just for long-time core fans. Large freight 6ocean containers for ships were combined to create a huge ambient ad. In fact, we dared to show the containers being transported to sea, as well as the installation process without hiding them.We were able to design the advertisement to be an entertainment content.

Background

“ONE PIECE” is a comic about the adventures of pirates which has enjoyed 25 years of world-wide popularity.To celebrate the release of the 100th issue of “ONE PIECE”, we promoted the comic book not only to current fans, but also to the social networking generation.

Describe the creative idea (30% of vote)

The goal was to provide an experience that the digital generation would want to share by utilizing touch points outside of the media that have a high affinity with comic fans. A super-sized ambient advertisement was displayed. In fact, we dared to show the containers being transported to sea, as well as the installation process without hiding them.We were able to design the advertisement to be an entertainment content.

Describe the strategy (20% of vote)

So that the social-networking generation would want to post, the ad was turned into entertainment content. A guerilla show that gave people the feeling of an exclusive experience, and a chance to witness the production process which is normally not shown, were offered, and these became content that social-networkers frantically chose to post.

Describe the execution (20% of vote)

We focused on the “sea” which is the stage for the adventures in the story. Six ocean containers were combined to make one visual, making an ultra-huge ambient ad with size over 18m wide and 5m tall. It was decided to purposely show the containers being transported to the sea and the setting up process. By witnessing a guerrilla show, the young target audience took to social media to spread the word, and by exposing the production process, the ad turned into entertainment content.

List the results (30% of vote)

The campaign was successful by utilizing SNS to be talked about, from the set-up of the huge art that suddenly appeared. The campaign was talked about not just among fans of the comic and young people, but throughout generations, earning more than 300 million media impressions and earned media value of more than 100 million JPY. The campaign resulted in making the 100th issue a huge hit, and the comic book was reprinted numerous times.