VERBATIM CHAMPIONSHIP by ADK Asatsu-DK Tokyo for Mitsubishi

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VERBATIM CHAMPIONSHIP

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Japan
Agency ADK Asatsu-DK Tokyo
Executive Creative Director Akihiro Terui
Creative Director Qanta Shimizu
Art Director Masayuki Kido, Yusuke Kitani
Producer Toru Kudo
Released November 2009

Credits & Description

Category: Digital Design – Websites & Online Advertising
Advertiser: MITSUBISHI KAGAKU MEDIA
Product/Service: VERBATIM STORAGE MEDIA
Agency: ADK JAPAN
Date of First Appearance: Nov 16 2009 12:00AM
Entrant Company: ADK JAPAN, Tokyo, JAPAN
Entry URL: http://www.verbatim.jp/senshuken/?lang=en
Executive Creative Director: Akihiro Terui (KAZE TO BALLAD)
Producer: Toru Kudo (ADK)
Producer: Yusuke Kitani (Kaibutsu)
Creative Director: Yusuke Kitani (Kaibutsu)
Creative Director: Qanta Shimizu (IMG SRC)
Art Director: Masayuki Kido (ROXIK)
Art Director: Yusuke Kitani (Kaibutsu)
Technical Director: Masayuki Kido (ROXIK)
Technical Director: Qanta Shimizu (IMG SRC)
Planner: Yusuke Kitani (Kaibutsu)
Planner: Qanta Shimizu (IMG SRC)
Sound Designer: Shojiro Nakaoka (Bitzream)
System Engineer: (FORK CORPORATION)
System Engineer: (S2 Factory)
Client Supervisor: Junichi Kinoshita (MITSUBISHI KAGAKU MEDIA)
Client Supervisor: Shin Fukuyama (MITSUBISHI KAGAKU MEDIA)
Assistant: Ken Ishizuka (IMG SRC)
Media placement: Website - Online - 16 Nov 2009

Describe the challenges and key objectives
Our challenge was to familiarise the Japanese audience with the Verbatim’s brand name, the brand concept and the company's stylish products. Also, to overcome the reading / pronunciation difficulties of ‘Verbatim’ for Japanese speakers. We created the framework for user-customisable characters ‘Media Monsters’ and an online fighting game ‘Verbatim Championship’, to attract regular PC users and harness the explosive popularity in their community. Answer the questions correctly to win Verbatim media to create your monster. Questions were how to read complex Kanji characters with the word Verbatim appearing randomly.

Describe the brief from the client
Verbatim, the world's leading storage media brand, entered the Japanese market in 2009. On this occasion, a promotional campaign was started, to familiarise the Japanese audience with the brand name, the brand concept and the company's stylish products.

Describe how you arrived at the final design
By developing a unique and fast 3D engine and using texture and shader effects with a small number of polygons, we could recreate the stylish forms of the products with smooth movements in Flash. Also, by using a physics engine, the "Media Monsters" succeeded in becoming friendly and cute characters with human-like movements.

Give some indication of how successful the outcome was in the market
The campaign has enjoyed tremendous success. It exploded onto the blogosphere immediately through social network sites. The unique idea, smooth movements and fun concept has attracted an ever-growing number of users. To date (Mar, 2010) 50 million page views from 8 million unique users have been recorded. The campaign has also been featured on numerous news reports and blogs.