MODNATION INTRODUCTION CAMPAIGN by Dentsu Inc. Tokyo for Sony Playstation

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MODNATION INTRODUCTION CAMPAIGN

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Industry Video Games/Consoles
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Mitsuhiro Ito, Yujiro Kaizawa
Art Director Toshiaki Fukui, Yohei Iwaki
Copywriter Yuichi Kitada, Yasuhara Katsunori
Producer Gyosei Okada, Hideki Hosokawa
Released July 2010

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: SONY
Product/Service: VIDEO GAME
Agency: DENTSU
Date of First Appearance: Jul 15 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://modnation.puzzle-inc.com/
Creative Director: Mitsuhiro Ito (Dentsu)
Creative Director/Copywriter: Tetsuya Watanabe (Dentsu)
Creative Director: Yujiro Kaizawa (Dentsu)
Art Director: Toshiaki Fukui (Dentsu)
Copywriter: Yuichi Kitada (Dentsu)
Copywriter: Yasuhara Katsunori (Dentsu)
Creative Producer: Takashi Omori (Dentsu)
Account Executive: Takayuki Watanabe (Dentsu)
Event Producer: Masaki Kawamura (Dentsu)
Web Planner: Mio Nakano (Crossing)
Producer: Gyosei Okada (puzzle)
Producer/Ustream Director: Nozomu Naito (puzzle)
Producer: Hideki Hosokawa (puzzle)
Web Movie Director: Tomoyuki Yogi (puzzle)
Web Planner/Production Manager: Midori Kirigaya (puzzle)
Production Manager: Izumi Sato (puzzle)
Art Director: Yohei Iwaki (Twotone)
Web Technical Director: Sasaki Nagi (Nagi Co.)
CM Producer: Tsuyoshi Onozaki (Taiyo Kikaku)
CM Director: Masuhiko Ikada (Taiyo Kikaku)
Media placement: TV-CM - 4 key stations - 22 July 2010
Media placement: Special Web Site - Web - 15 July 2010
Media placement: EVENT - 3 Times - Live Event - 29,31 July & 7 August 2010
Media placement: EVENT Streaming - 3 Times - USTREAM - 29,31 July & 7 August 2010
Media placement: Web Banner - Web - 29 July 2010
Media placement: Magazine Ad - Famitsu - 20 July 2010
Media placement: Orijginal Course And Avater - PlayStation Network - 29 July 2010

Insights, Strategy & the Idea
ModNation is an online cart game for the PS3/PSP.
The issue to be tackled was how to launch this American-made game in Japan, which has a unique game culture.
In order to create buzz within the Japanese market, we decided to use two universally known characters from a children’s program: Gachapin and Mukku.
We created a farcical scenario in which the two had a falling out, and decided to settle it with a ModNation race. We used a variety of media to convey the newsworthy story nationwide.

Creative Execution
Starting with a game launch press conference, their preparations for the showdown were depicted in TV commercials. The characters, carts, and courses they created were downloadable in-game.
We made it so that anyone could enjoy online races with the characters that appeared in the advertisements.
We conducted three real-world match-ups, broadcasting them online. All of this was also archived on the website.
The theme was “Fusing the Game World and the Advertising World”. We ensured seamless integration of advertising contents and game contents.

Results and Effectiveness
Our efforts created significant buzz through the mass media and social media.
50,000 copies were sold during launch week alone, and over the course of the campaign, it was picked up by 38 media outlets, including TV, magazines, and internet sites.
Our efforts at “Fusing the Game World and the Advertising World” resulted in the implementation of entirely new advertising measures.