WI-FI PHOTO SHARING SYSTEM by Dentsu Inc. Tokyo for YOSHIMOTO

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WI-FI PHOTO SHARING SYSTEM

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Industry Photo Development
Media Promo & PR
Market Japan
Agency Dentsu Inc. Tokyo
Director Junji Oishi, Koji Koizumi
Executive Creative Director Yuki Kishi
Designer Haruna Fujihira
Strategic Planner Saya Motai
Released July 2010

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: YOSHIMOTO CREATIVE AGENCY
Product/Service: PHOTOGRAPHY
Agency: DENTSU
Date of First Appearance: Jul 19 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://interactive-salaryman.com/pieces/wifi_photo_purchase_system_e/
Executive Creative Director: Yuki Kishi  (Dentsu)
Creative/Art Director: Seitaro Miyachi (Dentsu)
Agency Producer: Toshitaka Kamiya (Dentsu)
Executive Business Designer: Kentaro Yoshida (Dentsu)
Strategic Planner: Saya Motai (Dentsu)
Director: Koji Koizumi (r-gene)
Director: Junji Oishi (1-10 design)
Technical Director: Izuka Masayuki (1-10 design)
Programmer: Kentaro Mizutani (1-10 design)
Programmer: Takakuni Matsuishi (1-10 design)
Programmer: Kazuhiko Shirakawa (r-gene)
Programmer: Sonoko Furuya (r-gene)
Flash Developer: Shunsuke Kishi (1-10 design)
Flash Developer: Saburo Suzuki
Designer: Haruna Fujihira (OCT)
Industorial Designer: Jimbo Shuhe (OCT)
Industorial Designer: Hiromi Ushioda (OCT)
Media placement: Event - MAKUHARI MESSE - 19 July 2010

Describe the objective of the promotion.
To be the best Yoshimoto service business in Japan using digital techniques.
・The strength of Yoshimoto is that it has the largest resource of comedians in Japan.
・New service for enthusiastic fans who go to see live comedy.

Describe how the promotion developed from concept to implementation.
After the launch, we aim to recover the initial investment within 3 years and start making profits after 4 years.

Explain why the method of promotion was most relevant to the product or service.
Many of the enthusiastic fans who go to see live comedy are around 20 years old and female.
Real-time photo and mobile shopping at the site is the most effective corroboration for the target.
As a result, the service usage extended to other layers not just the core fans.

Describe the success of the promotion with both client and consumer including some quantifiable results.
At first we aimed to recover the initial cost within 3 years, but the present sales result and our estimation suggest that it is prospected to be collected in 18 months (Present sales result is double the initial plan).