COUNTDOWN CLOCK by Puzzle for Parco

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COUNTDOWN CLOCK

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Japan
Agency Puzzle
Producer Gyosei Okada
Released February 2010

Credits & Description

Category: Best Localisation Campaign
Advertiser: PARCO
Product/Service: FUKUOKA PARCO SHOPPING CENTRE
Agency: PUZZLE
Date of First Appearance: Feb 18 2010 12:00AM
Entrant Company: PUZZLE, Tokyo, JAPAN
Entry URL: http://www.puzzle-inc.com/~awards2010/np/parco/
Producer: Gyosei Okada (Puzzle)
Director/Planner: Yukiko Nishikido (Puzzle)
Production Manager: Taku Kodama (Puzzle)
Art Director/Designer/Flash Developer: Takashi Kamada (spfdesign)
Designer/Flash Developer: Kohei Yamamoto (spfdesign)
Sound Designer: Lullatone
Chief Editor: Toshio Ikeda
Editor/Cameraman: Tetsurou Iwanaga
Media placement: WEB campaign site - WEB - 18/02/2010
Media placement: Local Magazine - Book store - 20/03/2010
Media placement: Digital Vision - at Tenjin station in Fukuoka - 01/03/2010

Results and Effectiveness
In collaboration with a local magazine publisher, more than 500 local people had their snapshot taken and interviewed as “Please give a few words to coming PARCO”. This activity, the process of making the website itself, has already worked as a promotion that announced the opening of PARCO to a main target, and also made them share a feeling of welcome for PARCO. This project had attracted much attention in local media. Almost all of local broadcasting stations and publishers reported about PARCO. That led a long line of people waiting on opening day which was far beyond expectations.

Creative Execution
This countdown clock showed the time left until the opening day from 29 days before. To represent the concept of “people-joining”, some handmade methods like real handmade number signs, cut-out shapes of snapshots, stop motion, live instrumental music, human voice SEs, handwriting of design details, and so on were used on the website. In addition to its function as a clock, it kept a beat to every second by music and animation, and after 6pm, it turned into night mode. Soon after the website launched, a local popular TV show picked up this tip, then called for participation in the special shooting event. Also a local popular magazine was published with special tie-up pages. After PARCO opened, it changed to a normal clock to show the present time in a big digital vision inside and outside of PARCO building, as a “new face” of Tenjin, Fukuoka.

Insights, Strategy & the Idea
In March 2010, PARCO, one of the most popular shopping malls among young Japanese people first opened in a local city Tenjin, Fukuoka. Although PARCO had been widely known around Tokyo, everything about PARCO looked almost new to local people in Fukuoka who are likely to be regarded as very proud of their unique culture and sometimes unfriendly to outsiders. Besides, the building which was remodelled into PARCO is still regarded as “the symbol of Tenjin” because of its 73-years history. The first mission of this project was to get PARCO into their community by letting them join the promotion so that they would have a friendly perception and welcome the opening PARCO. The main idea was producing a countdown clock by taking many local people’s snapshots with numbers in their hands. Then it was showed on the website and outdoor vision of the PARCO building.