SHOOTTER by ARMZ, Hakuhodo Tokyo for Kose

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SHOOTTER

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Industry Sportswear, Athletic Footwear & Accessories, Skin Care
Media Design & Branding
Market Japan
Agency ARMZ
Agency Hakuhodo Tokyo
Executive Creative Director Katsuhiko Suzuki
Producer Akira Shimada
Illustrator Koya Okada
Released April 2011

Credits & Description

Category: Online Digital Design
Advertiser: KOSE CORPORATION
Product/Service: ADIDAS SKIN PROTECTION
Agency: ARMZ
Date of First Appearance: Apr 1 2011
Entrant Company: ARMZ, Tokyo, JAPAN
Entry URL: http://www.shootter.jp/
Creative Director/Planner/Copywriter/Producer: Kentaro Masamura (Hakuhodo)
Planner/Art Director/Designer: Jeong-ho Im (mount)
Planner/Art Director/Director: Kazumasa Teshigawara (qubibi)
Planner/Technical Director: Takeshiro Umetsu (mount)
Motion Graphics Programmer: Hidekazu Hayashi (mount)
Illustrator: Koya Okada
Sound: Zin Yoshida (Salon Music)
System Development: Seigo Akamatsu (iret)
Producer: Akira Shimada (ARMZ)
Production Manager: Masakazu Shibuya (ARMZ)
Account Executive: Kentaro Hayashi (Hakuhodo)
Executive Creative Director: Katsuhiko Suzuki (Hakuhodo)
Media placement: Online Digital Content - Internet - 1 April 2011

Describe the brief from the client
The objective of this campaign is to raise the awareness of the product "adidas skin protection" by engaging with our main target (young Japanese in their teens to thirties) through the performance of sports.
It required us to have wide-engagement with our target by using digital design.
We thought the famous Twitter would be a great platform to catch the attention of our main target, who are willing to play games and connect with others whenever the opportunity arises.
We started to engage with every target audience by designing "a communication platform" for targets to play.

Describe the challenges and key objectives

We designed a football game "SHOOTTER" that can be played by any Twitter user in the world.
We created one that not only can you play against your friends, but also celebrities.
We designed it in the way that the more followers an opponent player has on Twitter, the stronger he/she becomes.
You can even play against LADY GAGA, but her immense number of followers makes her a formidable opponent.
We pursued to mirror essential emotions which accompany shooting in football and to design to be in "the virtual Colosseum" with fellow spectators as a communication platform through our game.

Describe how you arrived at the final design
We made the game very easy to play in order to have lots of people enjoy it repeatedly.
The premise is very simple. You just select a Twitter user as your opponent and make your shot.
The number of times you hit the spacebar as fast as you can will determine the strength of your shot.
The shot you make will automatically be given a name selected from a collection of 100 unique names,
and they would become keywords for the game to become viral.
Examples: "Hope shot", "Thunder shot", "A Man's Man shot" and "Screw you! shot".

Give some indication of how successful the outcome was in the market
We just launched "SHOOTTER" on April 1st 2011, and "SHOOTTER" is becoming ever popular among our target audience.
Tweets of their game performance (the names of their opponents; the results of the games; shot power; shot name) have contributed in spreading the name of this game, URL, and its quality of entertainment to many Twitter users along with the awareness of our product "adidas skin protection", thus successfully fulfilling our objective.