Japan Patent Office Promo, Case study COUNTERFEIT VICTIM SIMULATOR by East Japan Marketing & Communications

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Industry Public awareness
Media Promo & PR, Case study
Market Japan
Agency East Japan Marketing & Communications
Creative Director Fumio Shiosaka, Ryohei Suzuki, Yasuyuki Honda, Seiya Tanaka
Art Director Yasuo Nihei
Designer Aki Aoki
Producer Tetsuya Hashimoto
Released December 2012

Credits & Description

Category: Public Sector
Account Executive: Yoshiyasu Enomoto (East Japan Marketing & Communications)
Account Executive: Kouhei Miyano (East Japan Marketing & Communications)
Producer: Tetsuya Hashimoto (TYO - ID division)
Creative Director: Yasuyuki Honda (East Japan Marketing & Communications)
Creative Director: Ryohei Suzuki (East Japan Marketing & Communications)
Creative Director: Seiya Tanaka (East Japan Marketing & Communications)
Creative Director: Fumio Shiosaka (TYO - ID division)
Planner: Tomotaka Watanabe (TYO - ID division)
Art Director: Yasuo Nihei (TYO - ID division)
Designer: Aki Aoki (TYO - ID division)
Technical Manager: Tomoyuki Tada (TYO - ID division)
Technical Manager: Hirohumi Tsukamoto (TYO - ID division)
Project Manager: Yuuki Anshita (TYO - ID division)
Project Manager: Taku Ito (TYO - ID division)
Sound Production: Youichi Takeda (POPSTAR LABEL)
Director of Photography: Shimon Tani (Free)
Lighting: Ryu Matsumura (Free)
Production Designer: Akihito Furukawa (FULL DESIGN FIELD)
Movie Director: Kenji Katsuoka (HAT)
CG Director: Eiichi Shimoda (Hu-sha)
Media placement: News - JCASTモノウォッチ - 10 December 2010
Media placement: News - JCASTニュース - 10 December 2010
Media placement: News - BIGLOBEニュース - 10 December 2010
Media placement: News - Infoseekニュース - 10 December 2010
Media placement: Topics - 日本知的財産協会 - 10 December 2010
Media placement: News Releases - JUKI - 18 December 2010
Media placement: Closeup - 政府広報オンライン - 20 December 2010
Media placement: Press Releases - GOLDWIN - 22 December 2010

Summary of the Campaign
This promotion was aimed to give a clear warning to, and foster awareness for the danger of purchasing counterfeited and pirated products. To deter people from purchasing counterfeits, the website was used to emulate the fearful experiences that could accompany the purchasing of counterfeits. In addition, the website was able to capture the faces of the users and embed it onto the main character of the interactive content. This not only increased personal relevance of the campaign, but also was aimed to maximize viral spread.

The Situation
In late years there has been a circulation of imitation products, using the Internet in particular, the pirated edition has a tendency to increase. We visualized the effects of consumers purchasing an imitation product - a pirated edition willingly, and saving it.

The Goal
On "Counterfeit Victim Simulator," users can upload their faces to experience the repercussions of purchasing a counterfeit as something that is close to real life. Computer graphics are also used to emphasize reality.
In addition, Twitter and Facebook were also integrated at the end of the content to ensure that the simulator is introduced to and becomes viral on social networking sites.

The Strategy
Our message was: "Do not purchase an imitation article, pirated edition."
As for the cooperation of relevant ministries and agencies, including the intellectual property strategy headquarters and the private sector; we carried out the informative activity using various public information mediums such as TV, posters, and a special website in order to breed consumer awareness "not to accept."

We established the campaign on December 10, 2010, by posting it on television CM; newspapers; a specially-installed website; and the Internet banner-type messages, etc.
It took about three months to prepare the whole project. A picture was used for each medium and the "damage experience simulator" to make sure good use of CG was ready for the consumer who readily bought counterfeit goods on the Internet.
It was executed according to the original plan, and around 90,000 users a month would experience one opening to the public. It was campaigned to 4.5 million people by the trial calculation viral.

Documented Results
The website was featured by news sites from the day of its launch, and within a month more than 90,000 users experienced “Counterfeit Victim Simulator.” In addition, the website attracted global traffic from countries such as the United States and China as well.