TECMO Outdoor NOW, THE NINJA GIRL by ADK Asatsu-DK Tokyo

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Industry Business equipment & services, Corporate Image
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Japan
Agency ADK Asatsu-DK Tokyo
Creative Director Tomotake Kawagoe
Art Director Hikaru Shimizu
Copywriter Masaharu Osawa, Atsushi Matsumoto, Reiko Shibata, Hiroki Ishiyama
Producer Akira Kobayashi
Photographer Naoki Noda
Account Supervisor Junichiro Ei
Released July 2009

Credits & Description

Category: Ambient: Small Scale Special Solutions
Advertiser: TECMO
Product/Service: NINJA GAIDEN SIGMA 2
Executive Creative Director: Tomotake Kawagoe
Creative Director: Tomotake Kawagoe
Copywriter: Masaharu Osawa/Atsushi Matsumoto/Hiroki Ishiyama/Reiko Shibata
Art Director: Hikaru Shimizu
Account Supervisor: Junichiro Ei
Advertiser's Supervisor: Hideyuki Suzuki
Photographer: Naoki Noda
Producer: Akira Kobayashi
Other Credits: Monster Ultra Inc.
Date of First Appearance: Jul 14 2009 12:00AM
Entrant Company: ADK JAPAN, Tokyo, JAPAN

Description of Ambient execution
-- OBJECTIVE -- "NINJA GAIDEN SIGMA 2" This advertisement was created to publicize a new ninja action game, the newest in a well-established series. New feature: female characters are now playable. -- STRATEGY -- The fact that female characters are now playable had to be kept secret, though at the same time some teaser hints had to be given out. To accomplish this double objective, an outdoor advertisement was created on a public street showing a typical ninja hiding trick of blending into a wall using a piece of cloth. How people were touching it was filmed and uploaded onto YouTube to trigger public interest. Before the game’s publication, the installation was also displayed at the Tokyo Game Show alongside playable demonstrations that allowed visitors to play the new female characters. -- RESULTS -- - YouTube: more than 350,000 accesses - Tokyo Game Show: 185,030 visitors - Special campaign website: 1,375,180 accesses - Trial version downloaded: more than 280,000

English Translation of Main Headlines
(3D Poster & Movie) Now, the ninja girl. NINJA GAIDEN SIGMA 2 TECMO