Symantec DM CYBER CRIMINAL N by Beacon Communications Tokyo

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Industry Software & Multimedia Productions, SaaS
Media Direct marketing
Market Japan
Agency Beacon Communications Tokyo
Director Yasuo Inoue
Creative Director Masato Mitsudera
Copywriter Masayuki Tanaka
Producer Takahiro Yoshida, Hiromasa Tomihara, Satoshi Wada
Photographer Muga Miyahara
Account Supervisor Yoshihiro Ito
Released August 2010

Credits & Description

Category: Traffic & Brand Building
Advertiser: SYMANTEC
Date of First Appearance: Aug 27 2010
Entry URL:
Creative Director: Masato Mitsudera (Beacon Communications)
Senior Copywriter: Junya Eguchi (Beacon Communications)
Senior Art Director: Yasuo Matsubara (Beacon Communications)
Copywriter: Masayuki Tanaka (Beacon Communications)
Production Director: Takumi Kubota (Beacon Communications)
Senior Producer: Seiji Hosokawa (Beacon Communications)
Group Account Director: Yukiko Ochiai (Beacon Communications)
Account Supervisor: Yoshihiro Ito (Beacon Communications)
Producer: Takahiro Yoshida (Aoi Advertising Promotion)
Producer: Satoshi Wada (Aoi Advertising Promotion)
Producer: Hiromasa Tomihara (Aoi Advertising Promotion)
Production Manager: Kensuke Okimura (Aoi Advertising Promotion)
Director: Yasuo Inoue
Director of Photography: Taro Kawazu
Photographer: Muga Miyahara
Off-line Editor: Kumio Onaga (Megane Film)
On-line Editor: Takayuki Yasoshima (Digital Garden)
Graphic Designer: Toru Ohgane
Web Director: Akiyoshi Iijima (IMJ)
Art Director (Website): Tatsu Shimoda (IMJ)
Media placement: Outdoor TV Campaign - 3 Spots - Shibuya Crossing, Tokyo - 23 August 2010
Media placement: TV Campaign - 3 Spots - Japan National Ground Wave - 27 August 2010
Media placement: Website - Online - 27 August 2010
Media placement: OOH Poster - Major Train Stations, Tokyo - 30 August 2010
Media placement: TVCF - 3 Spots - Japan National Ground Wave - 25 February 2011
Media placement: Newspaper - Yomiuri NP - 9 March 2011

Describe the brief/objective of the direct campaign.
Japan is one of the safest countries on earth, a country where people are pretty ignorant about cyber crime, which to them is something happening only in foreign countries. Our challenge was to break this naïve perception and have them understand that the threat is real, with no borders and that they need the best possible protection for their dear computers on which they spend hours a day.
We have used a very well-know and over exploited technique in Japan, where our TV screens are full of nice celebrities telling us nice and positive stories. So we chose one of the most preferred idols in Japan. But unexpectedly, we transformed him into a real monster!

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We built this message that the threat is everywhere. We surrounded the daily life of our consumers with scary messages. on OOH of Shibuya and electronic towns in Tokyo, with 3 TVCs explaining all major areas of cyber crimes, with twitter, banners, leaflet and massive retail presence in computer and electronic shops.

Explain why the creative execution was relevant to the product or service.
Digitalized crimes are invisible and its dangers are unrealized.
Therefore, we launched the promotion that makes threats visible.

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.
Our campaign truly engaged Japanese consumers into a world they had no clue about. It changed their mind and their behaviour, and convinced them to put their hand in their wallet to buy our premium and so much safer products.
Norton became #1 in Japan.
Our campaign has been chosen to travel across Asia.
And because nice stories need a nice ending, we even organized a massive PR campaign around the arrest of our cyber criminal celebrity.