Sony DM DOT PORT by Dentsu Inc. Tokyo, Gt Tokyo

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Japan
Agency Dentsu Inc. Tokyo
Director Hiroyuki Hori, Seiichi Saito
Copywriter Toshiyuki Konishi, Teppei Moriguchi
Agency Gt Tokyo
Creative Director Koshi Uchiyama
Released March 2010

Credits & Description

Category: Corporate Image & Information
Agency: DENTSU
Agency: GT TOKYO
Date of First Appearance: Mar 19 2010 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL:
Creative Director: Koshi Uchiyama (GT Inc.)
Art direction & Design: Yugo Nakamura (tha)
Copywriter: Teppei Moriguchi/Toshiyuki Konishi (Dentsu/Pool)
Copy Director: Katsuhiko Hibino
Director: Seiichi Saito/Hiroyuki Hori (rhizomatiks)
Programmer: Hiroyuki Hori/Satoshi Horii/Ken Furudate (rhizomatiks)
Programmer: Nao Tokui (Qosmo inc.)
Programmer: Taeji Sawai (Qosmo inc.)
Hardware Installation Director: Jun Yanazaki/Shinya Akahane (rhizomatiks)
Technical Director: Daisuke Nakahama (rhizomatiks)
Server Side Engineering: Toshinari Yamashita/Daisuke Tsujino (EurekaComputer)
Agency Producer: Kaoru Sugano/Yuki Morikawa (Dentsu)
Agency Producer: Yasuhisa Kudo (GT Inc.)
Exective Producer: Zen Tachikawa (Sony Marketing of Japan)
Account Supervisor/Account Executive: Reisuke Konishi/Kenkichi Shimizu/Hiromune Hayashi (Dentsu)
Flash Developer: Yukiya Okuda/Yohei Iwaki/Tetsuya Uesugi/Wataru Abe (tha/602 inc./Momonoki Inc.)
Web Designer: Yukiya Okuda/Ryuta Modeki/Yohei Iwaki/Yasutaka Kageyama (tha/602 inc./
html developer: Daisuke Hariyama (
Mobile site: Koichiro Wakakuwa/Kouichi Machida/Aya Ota/Rei Okushi (IMJ Mobile,Inc.)
Production of Documentary: Satoshi Takahashi/Sachie Aihara (Taiyo Kikaku)
Media placement: Installation - Roppongi Tokyo - 19/03/2010
Media placement: Website - Web Site - 19/03/2010
Media placement: Mobile Site - Mobile Site - 19/03/2010
Media placement: Twitter - Web/Mobile Site - 19/03/2010

Describe the brief/objective of the direct campaign.
Purpose: To improve brand loyalty amongst the younger generation. For this purpose, Sony has invited many young people to participate in 'activities that awaken the curiosity within'. Through the campaign, users will actually experience the make.believe concept.

Explain why the creative execution was relevant to the product or service.
Make.believe is a full scale brand campaign launched by the Sony Group throughout the world aiming to reignite the innovative spirit of the Sony brand. Sony is significantly losing its popularity with the younger generation, especially in Japan. The concept of make.believe is to realise and awaken the curiosity dormant within us and in the world. Then, curiosity will lead to imagination and creation. The “dot” between “make” and “believe” serves as a symbol of communication.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Purpose: To improve brand loyalty amongst the younger generation. The dot between 'make' and 'believe' serves as a symbol of communication. An enormous dot was created, which suddenly emerged in the city. Many commands designed to awaken the curiosity of target users were created. Questions from the dot were sent to users every 30 minutes. News of the mysterious sphere has been covered in many blogs and social media followed by young Japanese.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Received 60,000 answers in the first week. 40,000 followers on Twitter. News of the mysterious sphere has been covered in many blogs and social media followed by young Japanese.