ALL MAGAZINE MANGA-RIZATION by Dentsu Inc. Tokyo for Shueisha

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Industry Publishing, streaming & media
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Director Hiroshi Koike, Jun Mitomo, Seiki Nakayama
Creative Director Hirozumi Takakusaki
Art Director Yusuke Kitani, Atsuhashi Hashimoto
Copywriter Masakazu Ido, Koichiro Takahagi, Chihiro Yabe, Noriaki Onoe
Designer Rie Fujinaka, Masanobu Ishii, Motofumi Suzuki, Yuka Taniguchi
Producer Daisuke Kobayashi, Naoto Yamada
Released January 2011

Credits & Description

Category: Publications & Media
Advertiser: SHUEISHA
Product/Service: MANGA COMICS
Agency: DENTSU
Date of First Appearance: Jan 31 2011
Entrant Company: DENTSU, Tokyo, JAPAN
Creative Director: Hirozumi Takakusaki (Dentsu)
Planner: Yasuharu Sasaki (Dentsu)
Copywriter: Masakazu Ido/ Koichiro Takahagi/ Noriaki Onoe/ Chihiro Yabe (Dentsu)
Art Director: Yusuke Kitani/ Atsuhashi Hashimoto (Kaibutsu/ YAMA)
Director: Hiroshi Koike/ Jun Mitomo/ Seiki Nakayama (Dentsu/ TYO ID Division/ FISHGROe/Jun MitoVE)
ARG Design: Kato Takao/ Nishizawa Takumi/ Fujita Tamami (Scrap)
ARG Design: Shinji Egashira (EGA)
Designer: Masanobu Ishii/ Motofumi Suzuki (Kaibutsu)
Designer: Yuka Taniguchi/ Rie Fujinaka (Freelance/ Noppo)
Technical Director/ Programmer: Tomoyuki Tada/ Yuji Yamazaki (TYO ID Division/ TYO Theoria Communications Division)
Flash Developer: Kazuki Nakata/ Yuhsuen Huang/ Shozo Okada (YAMA/ TYO ID Division/hi-posi)
HTML Coding: Chiaki Obara/ Yoshinobu Ishikawa/ (ANKH Systems)
Sound Design: Scat Goto/ Hideaki Miyamoto (Freelance/ Flarewave)
Filming: Kenji Takeda/ Akimitsu Morimoto/Yousuke Sato (TYO Productions Division/TYO ID Division/CARATS)
Agency Producer: Yoshikazu Nagashima/ Masahiro Miyakawa (Dentsu)
Producer: Naoto Yamada/ Daisuke Kobayashi (Dentsu TEC/ TYO ID Division)
Project Manager: Satoshi Yamazaki/ Yosuke Endo/Kanako Nakagawa (TYO ID Division)
Project Manager: Yamato Fujihara (Fishgrove)
Programmer: Rei Kawai/ Seiya Konno/ Jun Komatsu (Uniba)
Account Executive: Norio Morii/ Yasuo Takei/ Yu Naito (Dentsu)
Promotional Film: Kazutaka Ishizuka/Kazunori Kato/Naoto Sasaki (CINQ co.,ltd.)
Media placement: Web site - - 31 January - 31 May 2011
Media placement: News paper - Big ad in Yomiuri - 31 January 2011
Media placement: Outdoor posters - 40 type posters in Shibuya station - 31 January - 6 February 2011
Media placement: Outdoor billbords - about 40 billbords in Japan - 31 January - 28 February 2011
Media placement: Magazines - 38 magazines - 31 January - 28 February 2011
Media placement: Outdoor posters - 40 posters in Shibuya station - 31 January - 6 February 2011
Media placement: Posters in a Train - , about 300 type posters in a train of Yamanote line - 17 February - 1 May 2011
Media placement: News paper - Big ad in Yomiuri - 21 February 2011

Insights, Strategy & the Idea
Due to media diversification, general magazine sales are hit hard. In that environment, we collaborated with Shueisha, one of Japan’s major publishers, to increase brand presence and magazine sales.

Creative Execution
We created an alternate reality game that encompassed multiple media such as manga, magazines, bookstores, and the web. The campaign was also integrated one seminal event in Japan: One Piece, Japan’s top selling manga series, reaching its 200 millionths copy in circulation and print.

By using an entire month of magazine circulation by Shueisha, we included special postcards called the “Bible Scope” (pronounced like “bibble”). When the reader glances through a Bible Scope to read One Piece, a special password will appear, which gives the readers access to an online and mobile game. Although the game was only accomplishable by purchasing different Bible Scopes attached with different magazines, the popularity of One Piece played a major role in the success of the campaign.

By mixing reality with the world of manga, and mashing-up popular scenes from One Piece with the contexts of existing magazines, the campaign instantly went viral.

Results and Effectiveness
An entirely new demand was created for the 33 Shueisha magazines by ONE PIECE fans, and magazine sales unanimously increased. Game players interacted on SNS and keywords and tips were exchanged. Number of registered users continued to increase even after the campaign was over.

- Maximium magazine sales increase: 169%
- Recent volume of ONE PIECE sold 4,000,000 copies (Japanese record).
- Online game gained 2,813,161 total plays!!
- More than 284,000 registered players.