Yahoo! DM DOUBLE TAB LIVE CONTENT WAS BORN by Hakuhodo DY Media Partners Tokyo

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DOUBLE TAB LIVE CONTENT WAS BORN

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Industry Video Games/Consoles, Games
Media Direct marketing
Market Japan
Agency Hakuhodo DY Media Partners Tokyo
Producer Yuji Araki, Naoko Nakanishi, Kazuhiro Tabata
Released November 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: YAHOO!
Product/Service: GAME
Agency: HAKUHODO DY MEDIA PARTNERS
Date of First Appearance: Nov 20 2010
Entrant Company: HAKUHODO DY MEDIA PARTNERS, Tokyo, JAPAN
Solution Planner: Genya Sunouchi (Hakuhodo)
Producer: Yuji Araki (Hakuhodo)
Producer: Naoko Nakanishi (Hakuhodo)
Producer: Kazuhiro Tabata (Hakuhodo)
Media Producer: Isao Seto (Dwango)
Media Producer: Takuya Hirano (Dwango)
Media Producer: Takahiro Nagayama (Dwango)
Media Producer: Sayaka Go (Dwango)
Media Producer: Daisuke Nakamoto (Digital Advertising Consortium)
Media Producer: Tetsuaki Kanagaki (Digital Advertising Consortium)
Broadcast Producer: Yoichiro Kakuta (Goomo)
Broadcast Assistant Producer: Masayo Tachibana (Goomo)
Broadcast Assistant Producer: Daiki Watanabe (Goomo)
Broadcast Director: Hirofumi Tsukamoto (Goomo)
Web Director: Makoto Sakai (Taki)
Web Designer: Shuntaro Miyazaki (Taki)
Web Producer: Momoko Watanabe (Taki)
Web Designer: Hiroko Uematsu (Taki)
Account Executive: Koichi Ueoka (Hakuhodo)
Account Executive: Yuka Shirono (Hakuhodo)
Media placement: TVCF (Y! Mobage) - Fuji-TV - 07 Oct. 2010
Media placement: WEB (Y! Mobage) - NicoNicoDouga - 20 Oct. 2010
Media placement: WEB (Niko Nama Ydo Show Ad) - NicoNicoDouga - 17 Nov. 2010
Media placement: WEB (Niko Nama Ydo Show On Air) - NicoNicoDouga - 20 Nov. 2010
Media placement: WEB (Niko Nama Ydo Show Ad) - GyaO! - 25 Nov. 2010

Describe the brief/objective of the direct campaign.
The objective was to gain new subscribers to the Yahoo! Mobage, social gaming platform. To achieve this objective, we partnered with Nico Nico Live, the social live streaming video service enjoyed by many gamers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We placed adverts on FujiTV and the website NicoNicoDouga to reach our audience. A live video broadcast about social gaming was streamed for a total of ten hours over five consecutive weeks. We also unveiled a “Double Tab Live Content” feature through which users could simultaneously play games and watch the live broadcasts. We arranged it so that viewers could communicate with the presenters (famous comedians) as well as other viewers through both the games and the live broadcasts.

Explain why the creative execution was relevant to the product or service.
The social and real-time aspects that make social gaming fun were further enhanced by the “Double Tab Live Content” feature produced through the collaboration with the social live streaming platform. We set it up so that users who watched the live broadcast and gained interest would feel more inclined to try the social games so they could communicate with the presenters, which led to more subscribers to the platform.

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.
Total viewers to the live broadcast broke the 500,000 mark – five times the average for media companies. This contributed to a 200% jump in subscribers to Yahoo! Mobage and achieved the campaign objective of gaining new subscribers. In addition, exposure in online news and other media amounted to 25 million yen worth of publicity. The campaign succeeded in generating a huge buzz.