CONTINUE? by Dentsu Kansai for Capcom

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CONTINUE?

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Industry Recruiting
Media Promo & PR, Case study
Market Japan
Agency Dentsu Kansai
Copywriter Yasuyuki Mishima
Producer Takeshi Kinugawa
Editor Masahito Onishi
Released September 2009

Credits & Description

Category: Best Use of Outdoor
Advertiser: CAPCOM
Product/Service: RECRUITMENT
Agency: DENTSU KANSAI
Date of First Appearance: Sep 21 2009 12:00AM
Entrant Company: DENTSU KANSAI, Osaka, JAPAN
Copywriter: Yasuyuki Mishima (Dentsu Kansai)
Art Director/Designer: Mamoru Ichino (Dentsu Kansai)
Media coordinator: Daisuke Kura (Dentsu Kansai)
Producer: Takeshi Kinugawa (Koei Planning)
Production Manager: Kousuke Mori (Koei Planning)
Production Manager: Tomoko Ando (Koei Planning)
Editor: Masahito Onishi (Imagica West)
Media placement: Outdoor Campaign - Kaihin-Makuhari Station - 21/09/2009

Results and Effectiveness
The campaign was a big hit in the industry, generating ample word of mouth on blogs and forums. In addition to the branding buzz, a record-high number of job inquiries were received.

Creative Execution
The right time: Tokyo Game Show - the biggest video game expo attracting gamers from all over Japan. The right place: Kaihin-Makuhari Station – the closest station to the expo.

Insights, Strategy & the Idea
The brief: To recruit experienced video game designers for CAPCOM, a leading video game company. The strategy: Generate awareness and connect with potential game designers at the right place, the right time, and using the right language. The idea: We brought the game into the real world. We placed our potential targets inside a gaming scenario to remind them of the agony they are facing at their current jobs. Posters and billboards were put up bearing location-relevant ‘game interface’ messages that urged our potential candidates to get out of their ruts and make a change for the better.