Category: Best Use of Integrated Media
Advertiser: LUPIN STEAL JAPAN PROJECT
Product/Service: JAPANESE ANIMATION SERIES
Date of First Appearance: Nov 20 2009 12:00AM
Entrant Company: 777INTERACTIVE , Tokyo, JAPAN
Executive Creative Director: Toshiya Fukuda (777interactive)
Planner/Creative Director: Kenichi Yoshioka (777interactive)
Account Executive: Fumio Suzuki (Sanko Partners)
Media Planner: Hiroaki Yamamoto (Sanko Partners)
Client Supervisor: Yasunobu Miyagi (Heiwa Corporation)
Media Coordinator: Yasuo Ishikawa (Joy Toy Promotion)
Media Coordinator: Kazuya Miyoshi (Joy Toy Promotion)
Copywriter: Hiroaki Yokomichi
Art Director: Keisuke Yanagawa
Producer: Tetsuya Shinohara (PYRAMIDFILM QUADRA)
Producer: Yoshiteru Horie (PYRAMIDFILM)
Film Director: Kosuke Shimizu (PYRAMIDFILM QUADRA)
Copywriter SNS: Ayahiko Sato (777interactive)
Project Manager: Toyohiro Arita (PYRAMIDFILM QUADRA)
Art Director Web: Coba (i2f)
Technical Director: Nagi Sasaki (NAGI)
Project Manager: Kosuke Hayashi (SANKO PARTNERS)
Media placement: Website - LSJ Official Site - 21/11/2009
Media placement: TVCM - NTV - 01/12/2009
Media placement: Outdoor CM - Q Front - 06/12/2009
Media placement: Newspaper - THE YOMIURI SHIMBUN - 06/12/2009
Media placement: Sports Newspaper - Daily Sports - 15/12/2009
Media placement: Magazines - BRUTUS - 15/12/2009
Media placement: Outdoor Poster - Train(Yamanote-Line) - 11/12/2009
Media placement: Outdoor Poster - Shibuya Area - 17/12/2009
Media placement: SNS - Mixi - 25/11/2009
Media placement: YouTube, Twetter, Flickr - YouTube, Twitter, Flickr - 06/12/2009
Results and Effectiveness
The Big Steal became a hot topic among the mass media. It not only made it as the top news of Yahoo!, but was introduced in more than 230 TV shows, newspapers and magazines, generating a big hype. At the scene of the steals, people gathered to witness the Big Steals and took pictures. The story was taken up on more than 800 blogs.
As a result of the campaign, the level of recognition for Lupin III heightened, and the related products achieved the sales quota. The special television broadcast of the programme exceeded the viewing rate of the previous year, improving it from 12% to 17.6%.
The core experience point was cities. If the Big Steals in cities could be really appealing and surprising, media would report the steals and people would write about it in blogs. We spent so many hours to plan what to steal in Japan and selected some city symbols. To pre-announce and announce the Big Steals to generate a bigger hype, we used TV commercials, newspapers and city media. Also, as reporting media, we used the project website, SNS, YouTube, Twitter and Flickr.
Insights, Strategy & the Idea
To increase recognition and achieve sales targets of products based on "Lupin III", a burglar featured in the popular Japanese animation series.
The target was anime fans aged 10-39. Lupin III has been loved for about 40 years but became less popular in recent years among new anime characters in Japan.
The core entertainment value of the content, Lupin III, was exciting in the Big Steal. The Big Steal advertisement in cities and web would become a big source of entertainment for target audiences.
We built up a concept, "Big Steal is Big Entertainment and Big Advertisement", and the concept was accepted by our client.
The Promo / PR Ad titled LUPIN STEAL JAPAN was done by 777interactive advertising agency for product: JAPANESE ANIMATION SERIES (brand: LUPIN) in Japan. It was released in the Nov 2009.