THE SPORTS SYNCHROMMERCIAL by Dentsu Inc. Tokyo, East Japan Marketing & Communications for Okinawa

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THE SPORTS SYNCHROMMERCIAL

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Industry Spices & Condiments
Media Digital, Interactive & Mobile, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Director Keijyu Okuhira
Creative Director Yoji Sakamoto
Copywriter Yoji Sakamoto
Producer Hiroaki Kubo
Agency East Japan Marketing & Communications
Director Keijyu Okuhira
Creative Director Yoji Sakamoto
Copywriter Yoji Sakamoto
Producer Hiroaki Kubo
Released September 2010

Awards

Spikes Asia 2011
Media Use of Media Gold

Credits & Description

Type of entry: Use of Media
Category: Best Use of Screens
Advertiser: OKINAWA SEIFUN
Product/Service: FOOD PRODUCTS
Agency: DENTSU Tokyo, JAPAN

creative director/copywriter: Yoji Sakamoto (DENTSU.INC)
exective producer: Taizo Otsuka (flag)
producer: Hiroaki Kubo (flag)
director: Keijyu Okuhira (flag)
production manager: Nobuko Hagimori (flag)
account exective: Ken Horikawa (DENTSU OKINAWA)
exective creative director: Megumi Sakashita (DENTSU.INC)
account exective: Satoshi Takasugi (DENTSU.INC)

Results and Effectiveness:
This approach turned out to be very successful.

-Of the 9 commercials aired, 3 actually had a higher viewer rating than the game itself.
-Okinawa Seifun's sales showed an increase of 121% compared to the same month of the prior year.
-The commercials received rave reviews on Twitter and various blogs.
-With a budget of only 17,000 US dollars and no additional resources,
the 'Sports Synchrommercial' was able to bring new excitement to Japanese sports fans.
Creative Execution:
Through careful analysis, we discovered an important fact. A single basketball game may
contain up to 29 distinct scenarios - including 'Winning', 'Losing', 'Spectacular Plays', and
'Costly Mistakes'.
With this knowledge, we created 29 commercials that featured a trio of fans comically reacting
to each possible scenario while having actual Okinawa Seifun food products.
During the live broadcast, we selected and aired the most appropriate commercial according
to the actual flow of the game.
This created a fun, new commercial experience for the viewers, as they felt they were
cheering alongside the characters in the commercials.
Insights, Strategy and the Idea:
If there's one downside to watching sports on television, it's the commercials that interrupt the
suspense and excitement of the game.
To solve this problem and change the mindset of sports fans towards commercials, We
developed the 'Sports Synchrommercial'.
Our client: Okinawa Seifun is a well known food produce and flour milling company
here in Okinawa, and they owned the rights to 9 commercial slots during the live broadcast of
the season opener for the local professional basketball team that they supported.
We strategically placed these 9 slots at the ends of quarters, during time outs, and other
critical moments of the game.