STREET COMPUTING LIVE by Hakuhodo Tokyo for Acer

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STREET COMPUTING LIVE

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Industry Computers & Computer Accessories
Media Promo & PR, Case study
Market Japan
Agency Hakuhodo Tokyo
Copywriter Tomomi Taira
Designer Kohei Tomida
Producer Kosuke Orimo
Released March 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: ACER JAPAN
Product/Service: ASPIRE TIMELINE
Agency: HAKUHODO PRODUCT'S
Agency: HAKUHODO
Date of First Appearance: Mar 26 2010 12:00AM
Entrant Company: HAKUHODO PRODUCT'S, Tokyo, JAPAN
Entry URL: http://www.youtube.com/user/koikestyle2010
Creative Director/Copywriter: Makoto Takahashi (Hakuhodo)
Copywriter: Tomomi Taira (Hakuhodo)
Web Director: Yuri Yamamoto (Hakuhodo)
Designer: Kohei Tomida (Hakuhodo)
Account Planner: Masahiro Goto (Hakuhodo)
Film Director: Takahiro Akiyama (Hakohodo Products)
Producer: Kosuke Orimo (Hakohodo Products)
Media placement: Twitter - twitter.com/koike_style - 19/03/2010
Media placement: Live Event - Akihabara - 26/03/2010
Media placement: Ustream - ustreram.tv/channel/koike-style - 26/03/2010
Media placement: youtube - youtube.com/user/koikestyle2010 - 28/03/2010

Results and Effectiveness
“Extreme Street Computing” was featured on TV, written about in major newspapers and shown on more than 20 news sites. • Comments on Twitter: 2800/3h • Audience on Ustream and live event: 10,000people/3h • View Count on YouTube: 20,000/1day • Google hits for “Koike Style” in Japanese: more than 1 million.

Creative Execution
We created a new sport called “Extreme Street Computing” and hosted a competition in Akihabara which is a well known sanctuary for Otaku (geek) in Japan. The rules of the competition were very simple: • Keep twittering while you stand. • You lose if you sit down or move away from your PC. • The goal is to survive for 8 hours. • The competition winner recorded 3hours and 42 minutes of twittering. So with 8 hours of battery life, the computer survived longer than any human being.

Insights, Strategy & the Idea
Our mission was to promote a notebook with 8 hours of battery life. Laptop users won’t believe advertising campaigns because they know “battery life is short” from their experience. So we hosted an experiment streamed live over the Internet using Ustream, Twitter and YouTube.