Okinawa Promo, Case study THE SPORTS SYNCHROMMERCIAL by Dentsu Inc. Tokyo

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Director Keijyu Okuhira
Producer Hiroaki Kubo
Released October 2010

Credits & Description

Category: Best Use of Screens
Product/Service: CORPORATE IMAGE
Agency: DENTSU
Date of First Appearance: Oct 17 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Creative Director/Copywriter: Yoji Sakamoto (Dentsu)
Exective Producer: Taizo Otsuka (
Producer: Hiroaki Kubo (flag)
Director: Keijyu Okuhira (flag)
Production Manager: Nokubo Hagimori (flag)
Account Exective: Ken Horikawa (Dentsu Okinawa)
Exective Creative Director: Megumi Sakashita (Dentsu)
Account Exective: Satoshi Takasugi (Dentsu)
Media placement: TV Campaign - 9 Spots - OTV - 17 October 2010

Insights, Strategy & the Idea
If there’s one downside to watching sports on television, it’s the commercials that interrupt the suspense and excitement of the game.
To solve this problem and change the mindset of sports fans towards commercials, we developed the “Sports Synchrommercial”.
Our client: Okinawa Seifun - a flour milling company, owned the rights to 9 commercial slots during the live broadcast of the season opener for the local professional basketball team that they supported.
We strategically placed these 9 slots at the ends of quarters, during time outs, and other critical moments of the game.

Creative Execution
Through careful analysis, we discovered an important fact. A single basketball game may contain up to 29 distinct scenarios - including “Winning”, “Losing”, “Spectacular Plays”, and “Costly Mistakes”.
With this knowledge, we created 29 commercials that featured a trio of fans comically reacting to each possible scenario.
During the live broadcast, we selected and aired the most appropriate commercial according to the actual flow of the game.

Results and Effectiveness
-This created a fun, new commercial experience for the viewers, as they felt they were cheering alongside the characters in the commercials.
-roughly 40% of Okinawa’s population, or around 580,000 people viewed these commercials.
-The commercials received rave reviews on Twitter and various blogs.
-Okinawa Seifun’s sales showed an increase of 121% compared to the same month of the prior year.
-Of the 9 commercials aired, 3 actually had a higher viewer rating than the game itself.
-With a budget of only 17,000 US dollars, the “Sports Synchrommercial” was able to bring new excitement to Japanese sports fans.