Setting Suns Of Block 3 Production Committee Promo, Case study WHAT ALWAYS REMAINS PRECIOUS AND UNCHANGED by Dentsu Inc. Tokyo

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WHAT ALWAYS REMAINS PRECIOUS AND UNCHANGED

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Industry Publishing, streaming & media, Records & Cinema Production
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Takuma Takasaki
Art Director Yuko Katsumata
Copywriter Yumiko Ota
Producer Yuki Tamura
Released December 2011

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: SETTING SUNS OF BLOCK 3 PRODUCTION COMMITTEE
Product/Service: MOVIE
Agency: DENTSU
Communication Designer: Mtisuhiko Goto (Dentsu Tokyo)
Producer: Yuki Tamura (Dentsu Tokyo)
Communication Designer: Shu Akahane (Dentsu Tokyo)
Media Planner: Nemoto Daisei (Dentsu Tokyo)
Media Planner: Yoshino Kouki (Dentsu Tokyo)
Communication Designer: Ai Fujita (Dentsu Tokyo)
Creative Director: Takuma Takasaki (Dentsu Tokyo)
Copywriter: Yumiko Ota (Dentsu Tokyo)
Art Director: Yuko Katsumata (Dentsu Tokyo)
Creative Producer: Koji Wada (Dentsu Tokyo)
Media placement: Consumer PR - TV,Newspaper,magazine,WEB - 1 December 2011
Media placement: Consumer PR - Convenience Store(Seven Eleven) - 26 December 2011
Media placement: Consumer PR - Revived Retro Package(Nishin,Calbee) - December 2011

Summary of the Campaign
We engaged in PR efforts for the remake of 'Setting Suns of Block 3', a hugely successful movies series that has deeply appealed to Japanese. Our mission was to generate a nationwide boom so that the new movie would eclipse the previous 2 movies’ performances.

We invited a number of companies to use the movie for promoting their product brands. In doing so, we did not want to market the usual flashy movie elements to those companies. Rather, we wanted them to embrace the message of our movie, in order to help strengthen their brands’ engagement with their consumers.

As a result, 7 companies accepted our concept. The PR campaign involving the 7 brands was designed around the common core message: 'that which always remains precious and unchanged', to represent consumers’ sentiments for both the brands and the movie. This strategy successfully created a nationwide boom.

The Situation
It is generally accepted that with serial movies, the sequels don’t perform as well as the original. We wanted to break this jinx and generate a buzz even greater than that surrounding the previous 2 movies, but our advertising budget was limited.

Another factor was that the story of the movie is very emotional and strikes a chord with Japanese in general. We, therefore, needed to remain sensitive and avoid forming the sort of conventional superficial tie-in with the movie that might mar the world view of the story.

The Goal
Our mission was to generate a nationwide boom, so that the new movie would eclipse the previous 2 movies’ performances. To that end, we needed to present a world view of the movie at stores, on home dinner-tables, outdoors and at all other day-to-day points of contact, in addition to via the mass media, the web and social media.

The Strategy
The Japanese today keep asking themselves what true happiness is and what richness means. Given that the answer lay in appreciation of family, the mundane, and small, familiar pleasures, in short, everyday happiness that is taken for granted, we set 'that which always remains precious and unchanged' as the common campaign message applicable to the 7 sponsoring product brands. PR actions for the individual products that were staged at storefronts, directly connected with the products themselves, and via the mass media, revolved around this common theme.

Execution
Toyota emphasised that the Crown is a safe, comfortable, domestic luxury car brand that has long been warmly supported by Japanese. The company placed the vehicle in the movie, as well as conducting exhibitions, test drives and other events linked to the movie.

Sekisui Chemical, Ricoh, Calbee, Nisshin and Microsoft Japan emphasised that they are brands that continue to offer products essential to people’s everyday life. They also placed their products in the movie and advertised them on TV, amongst other things.

7-Eleven Japan offered their long-selling food and beverage items in their revived retro packaging. Those products were sold at the 13,000 7-Eleven outlets nationwide, which were also decorated in a style evoking the movie’s nostalgic worldview.

Documented Results
The movie, as well as the sponsors’ actions, was covered prominently by a large number of TV shows, social media, blogs and other media, as if they were a national event.

The movie is familiar to 95% of all Japanese. It topped the rankings for 3 consecutive weeks and continues to be shown at theaters, nearing the goal of eclipsing the box-office performances of the previous movies. In fact, the movie is expected to become the largest hit of the year.