Sony DM DOT PARK by Gt Tokyo

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Industry Electronic Devices & Home Appliances, Business equipment & services, Corporate Image
Media Direct marketing
Market Japan
Agency Gt Tokyo
Creative Director Koshi Uchiyama
Producer To Yamamoto
Editor Tomohiro Suzuki
Released March 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: SONY
Product/Service: SONY
Agency: GT TOKYO
Date of First Appearance: Mar 19 2010
Entrant Company: GT TOKYO, JAPAN
Creative Director: Koshi Uchiyama
Copywiter / Planner: Toshiyuki Konishi (Pool)
Copywiter / Planner: Teppei Moriguchi (Dentsu)
Copywiter: Katsuhiko Hibino (Hibino Special)
Art Director / Planner: Chie Morimoto (Goen°)
Agency Producer: Harunobu Deno/Kaoru Sugano/Yuki Morikawa (Dentsu)
Agency Producer: Yasuhisa Kudo
Planner: Hiromichi Hieda (Dentsu)
Landscape Design: Toshikazu Tanaka (En-MA)
Landscape Design: Chikara Ohno/Takeshi Kamata (Sinato)
Interactive Director: Seiichi Saito (Rhizomatiks)
Interactive Programmer: Hiroyuki Hori (Rhizomatiks)
Sound: Taeji Sawai (Qosmo)
Producer: To Yamamoto (Dentsu)
Film Producer: Satoshi Takahashi (Taiyo Kikaku)
Editor: Tomohiro Suzuki (Taiyo Kikaku)
Media placement: OOH - Roppongi , Tokyo - 19/03/2010

Describe the brief/objective of the direct campaign.
The Sony brand message, “make.believe”, promises that with the power of curiosity, any dream will come true. So we started a campaign using any means of media to inspire the user’s curiosity.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
At Roppongi Hills, a place where young people gather, we filled the area with “Directions” and “Dots” that will lead the users to a new experience.
In order for young people to get inspired by the unique “Directions”, we designed them in various ways.

Explain why the creative execution was relevant to the product or service.
First, we put up “Direction” posters all around the town of Roppongi.
Posters had “Directions” that would to ignite the curiosity.
In addition, we used the “Dot”, which is the image icon for make.believe as a motif for artworks that filled the whole park where the Sony “Curiosity Project” took place.
We also constructed a dot-shaped monitor; a monitor that shows curiosity messages in real time. These messages were sent from websites and Twitter.
The Sony group event, which focused on the theme of “curiosity”, went on for 5 days.

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.
72000 visitors during the 5 day event.
65000 comments through SNS.
40000 followers from users who signed up for Twitter during the campaign.
Besides these facts, the campaign was featured on countless numbers of
TV shows and blogs.