GAME CENTRE AU! by Dentsu Inc. Tokyo, Pict Tokyo for Kddi Corporation

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Industry Video Games/Consoles, Mobile Communications
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Art Director Thomas Hikaru Birkhern
Copywriter Hiroshi Akinaga, Kenta Nakagawa
Agency Pict Tokyo
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: KDDI
Product/Service: MOBILE GAME
Agency: PICT
Agency: DENTSU
Date of First Appearance: Mar 11 2010 12:00AM
Entrant Company: PICT, Tokyo, JAPAN
Senior Creative Director: Norifumi Adachi (Dentsu Inc.)
Copywriter: Hiroshi Akinaga (Dentsu Inc.)
Art Director: Thomas Hikaru Birkhern
Technical Director: Kaoru Sugano (Dentsu Inc.)
Copywriter: Kenta Nakagawa (Dentsu Inc.)
Producer/ Director: Tatsuya Maeda (Pict)
Production Manager: Akio Nakano (Pict)
Graphic Designer: Akira Fujii (JC Spark)
Graphic Designer: Yosuke Tamura (JC Spark)
Event Producer: Keisuke Arikuni (Various Dimensions)
Event Production Manager: Sakiko Yasue (Various Dimensions)
Technical Director: Seiichi Saito (Rhizomatiks)
Web Designer: Hiroyasu Kimura (Rhizomatiks)
Web Programmer: Satoshi Horii (Rhizomatiks)
Sound Director: Taeji Sawai (Qosmo)
Media placement: Event-1day - Tokyo - 20/03/2010
Media placement: Campain Spot -15type - Internet-Youtube/Website/U-Stream - 11/03/2010
Media placement: Homepage - Internet - 11/03/2010
Media placement: Twitter - Internet - 11/03/2010
Media placement: Banner - Internet - 11/03/2010
Media placement: Station Ad - Shibuya Station, Tokyo - 15/03/2010
Media placement: Train Ad - Tokyo - 15/03/2010
Media placement: Flyer - Tokyo - 06/03/2010
Media placement: Standby Screen Of Mobile Phone - Website - 11/03/2010

Results and Effectiveness
Such a challenging style gained popularity and earned over 10,000 followers in one week. Exciting comments were continuously retweeted (RT) and the live information was spread to 2 million people. What was more, the media cost was zero. The number of downloads of match-up games for mobile phones were five times as many as the existing ones. Unlike the existing games enjoyed individually, match-up games were accepted by any gender as a new communication tool to enjoy face-to-face.

Creative Execution
The key words were “MATSUKO DX VS. YOU!” Messages of the challenge began to be transmitted through Twitter. In addition to the messages of challenge to followers, it successfully increased news through messages of challenge to web news. Messages about the challenge continued to be sent to the standby screen of mobile phones. On the event day, many people experienced battle games. Challengers who had won the preliminary matches clashed with MATSUKO DX. The excitement of “a real battle” was delivered to people further through viewing Ustream videos and additional experience of archived images on web.

Insights, Strategy & the Idea
Because playing games with mobile phones has now been made available, people have become eager to play games at any time and place, such as at homes, cafés, parks, trains, and offices. Game business has already become saturated by the preceding competitors. AU, a brand to get in the business late, had difficulty in catching new users. If the virtual world is saturated, then we can bring a challenge in the real world. We will expand our user base by shifting the experience of playing games with mobile phones from the virtual world to the way of enjoying “a challenge” in the real world.