THE 2 LOCKS by 4Cycle, Freelance, Hakuhodo Tokyo, TBWA\Hakuhodo Tokyo for Miwa Lock

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THE 2 LOCKS

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Industry Electronic Devices & Home Appliances
Media Promo & PR, Case study
Market Japan
Agency 4Cycle
Agency Freelance
Agency Hakuhodo Tokyo
Agency TBWA\Hakuhodo Tokyo
Director Masafumi Doi
Creative Director Ren Sukegawa
Designer Masaki Horii
Producer Noriko Takashima
Released September 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: MIWA LOCK
Product/Service: ANTI-CRIME
Senior Creative Director: Minoru Fujisaki (TBWA HAKUHODO)
Creative Director: Ren Sukegawa (4CYCLE)
Planner: Masahiro Yamaguchi (freelance)
Executive Producer: Ken Jyuuji (HAKUHODO i-studio)
Web Creative Director: Daisuke Kimura (HAKUHODO i-studio)
Designer: Masaki Horii (HAKUHODO i-studio)
Interactive Designer: Taehan Yoo (HAKUHODO i-studio)
Interactive Designer: Tomonori Oki (HAKUHODO i-studio)
Director: Masafumi Doi (HAKUHODO i-studio)
Producer: Noriko Takashima (HAKUHODO i-studio)
Video: Takuro Ozawa (HAKUHODO i-studio)
HTML coding: Masami Shirakuma (HAKUHODO i-studio)
Programmer: Ryosuke Sakamoto (HAKUHODO i-studio)
Programmer: Souichi Kaneko (HAKUHODO i-studio)
Account Executive: Atsushi Kanasaka (HAKUHODO)
Account Executive: Yasuto Hara (Hakuhodo DY intersolutions)
Account Executive: Rei Kobayashi (Hakuhodo DY intersolutions)
Account Executive: Ryo Ohta (Hakuhodo DY intersolutions)
Movie Producer: Tetsuo Morioka (THE NINE CO)
Movie Producer: Masato Higano (THE NINE CO)
Media placement: Online News Site - J-Cast News - Aug 9, 2010
Media placement: MSN Portal Site (News Corner) - MSN News - Aug 9, 2010
Media placement: Online News Site - Livedoor News - Aug 9, 2010
Media placement: Blog - ShitekiDennouKomonoYuugi - Aug 9, 2010
Media placement: Best Websites Listings - Websites not to be missed - Aug 20, 2010
Media placement: General Games Information Site - Online Player EX - Nov 8, 2010
Media placement: Global Web News Site - NewsAsiaBiz2 - Nov 10, 2010
Media placement: TV - Aimaina - Feb 4, 2011
Media placement: Ad Industry Magazine - CM Tsuushin - March 17, 2011

Summary of the Campaign
Challenge: In Japan today there are over 400 cases of burglary a day and every year the tactics are becoming increasingly malicious. However, most people still believe that their homes are safe. We needed to make people aware that burglary concerns us all, and inform them of an effective anti-crime measure.

Solution: MIWA Lock created an educational game with the intention to familiarize a wide audience with the need of anticrime measures and to show how having 2 locks is a simple but effective way to protect one's home. In stark contrast to the complexity of recent digital creative, we made a simple game that anyone could enjoy by just clicking on the mouse.

Results: The game received huge attention as being one of the "simplest but toughest" games ever and created heated competition among the Anticrime Master contestants. The number of unique users after 3 months reached 34,000. Total access reached 327,000 page views. Page view per person was 9.5 pages showing how addictive this game was. MIWA Lock also began receiving a record number of inquires about their locks. The viral effect continues to spread and many contestants are still making the attempt to become Anticrime Masters.

The Situation
In Japan today there are over 400 cases of burglary a day, and every year the tactics are becoming increasingly malicious. However, most people still believe that their homes are safe.

The Goal
Studies showed that 68% of burglars give up on breaking into a house if they struggle with a lock for over 5 minutes. This suggests that having a second lock on a door to secure time can be an effective safety measure against burglary.

Our objective was to make people aware that burglary concerns us all, and to inform them of an effective but simple anti-crime measure; having a second lock.

Target audience: everyone who has a place to live.

The Strategy
In order to raise the awareness of anti-crime measures, and to show a concrete way to effectively prevent burglary, we created an online game. The website could be accessed by anyone from anywhere, anytime all year round, constantly reminding them of the importance of such measures.

We made the call to avoid one-off events, TV spots and even print ads. We also made a conscious decision to not make links to twitter or other social media to avoid it from becoming a short-term fad, but instead to make it a game enjoyed long-term.

Our intention was to give people the experience of putting 2 clocks on doors. Controlling the game was made extremely easy for everyone to enjoy the game while learning about an effective anti-crime measure.

Execution
2 months prior to launching "The 2 Locks" game, we made blog widgets to tease and raise anticipation for the game. The widget showed burglars coming to catch a sneak preview of people's blogs prior to breaking in, which was what burglars actually do in real-life with people's homes.

This gave 2 phases to the campaign; the blog widget where you see burglars come to check out the place was the "preview phase," followed by the "tackling phase" where you had to fight the burglars in the game.

We launched the game on August 1st, with the intention to raise people’s awareness at the peak timing of families leaving their homes to go off on their summer vacation. We sent out another news release on various online news sites to match the winter vacation season in December.

Documented Results
The game received huge attention across Japan as being one of the toughest games ever, and there was heated competition among the Anticrime Master contestants. The number of unique users after 3 months reached 34,000. Total access reached 327,000 page views. Page view per person was 9.5 pages showing how addictive this game was.
Users accessing the MIWA Lock website tripled, showing a heightened awareness towards anti-crime measures.
The viral effect continues to spread today and many contestants are making the attempt to become Anticrime Masters.