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SONY: COLOUR TOKYO!
| See full size 1279x904 px | |
| Released: | June 2008 |
| Avertiser: | SONY |
| Agency: | Hakuhodo Kettle |
| Country: | Japan |
| Category: |
Home electronics & audio-visual
|
| Awards: |
Cannes Lions 2008 Media Bronze
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Use of Media
Category: Best Use of Internet/New Media, Including Mobile Phones, PDAs, Etc.
Title: COLOUR TOKYO!
Advertiser/Client: SONY MARKETING JAPAN
Product/Service: BRAVIA TELEVISION
Entrant Company, City: HAKUHODO KETTLE, Tokyo
Country: JAPAN
Media/Advertising Agency, City: HAKUHODO KETTLE, Tokyo
Country: JAPAN
2nd Media/Advertising Agency, City: HAKUHODO, Tokyo
Country: JAPAN
Category: Best Use of Internet/New Media, Including Mobile Phones, PDAs, Etc.
Title: COLOUR TOKYO!
Advertiser/Client: SONY MARKETING JAPAN
Product/Service: BRAVIA TELEVISION
Entrant Company, City: HAKUHODO KETTLE, Tokyo
Country: JAPAN
Media/Advertising Agency, City: HAKUHODO KETTLE, Tokyo
Country: JAPAN
2nd Media/Advertising Agency, City: HAKUHODO, Tokyo
Country: JAPAN
Credit Details:
| Name | Position | Company |
| Hisashi Fujii | Exective Creative Director | Hakuhodo |
| Tomoki Harada | Copywriter | Hakuhodo |
| Ikuko Ota | Planner | Hakuhodo |
| Go Mizushima | Planner | Hakuhodo |
| Keisuke Mochizuki | Designer | Salad |
| Kana Takahashi | Designer | Salad |
| Ryoji Tanaka | Art Director | SEMITRANSPARENTDESIGN |
| Shunsuke Sugai | Technical Director | SEMITRANSPARENTDESIGN |
| Koshiro Futamura | Flasher | Tha |
| Taizo Ota | Account Exective | Hakuhodo |
| Mitsutoshi Sakamoto | Account Exective | Hakuhodo |
| Hikaru Tokuyama | Producer | TOW |
| Shingo Yamaguchi | Producer | TOW |
| Mitsuru Kowashi | Producer | TOW |
| Kentaro Kimura | Creative Director | Hakuhodo Kettle |
| Junya Masuda | Creative Director | 777interactive |
| Ken Funaki | Art Director | Hakuhodo Kettle |
| Kazuaki Hashida | Planner | Hakuhodo Kettle |
| Toshi Morikawa | Producer | Hakuhodo Kettle |
Innovative Media Strategy:
The aim was to give customers not just a message of "colour", but an experience of "Playing colour".
Creative Execution:
We produced an interactive outdoor media "Playing colour" experience by combining the web and an Outdoor Ad. On the web, people could change the colour of the actual building in the centre of Tokyo. That is, people could colour Tokyo. More specifically, people could choose from 16,000,000 colours.
Target Audience:
We combined the web and the Outdoor Ad. The people who played on the web went and saw for themselves and the people who saw the Outdoor Ad wanted to play the web. Those who experienced this communication got the urge to talk about the experience "Playing colour = Changing the colour of buildings". This idea was often talked about on many blogs and online news. This Ad got lots of publicity, TV, magazines and newspapers.
Effectiveness:
This outdoor ad and the website were mentioned on 2 TV programs, in 6 magazines, 3 newspapers, various online news sites, and many blogs. The publicity effect is $301,652.