Monster Strike Film, Digital, Case study The Zodiac Re-race [image] by Hakuhodo Kettle Tokyo, Hakuhodo Tokyo, Tohokushinsha Film Corporation

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The Zodiac Re-race [image]

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Industry Online Game, Mobile applications
Media Film, Digital, Interactive & Mobile, Case study
Market Japan
Agency Hakuhodo Kettle Tokyo
Agency Hakuhodo Tokyo
Agency Tohokushinsha Film Corporation
Released November 2017

Awards

ADFEST 2018
Media Lotus BEST USE OF BRANDED ENTERTAINMENT & CONTENT: PROGRAM & PLATFORM Gold
Media Lotus Best Use Of Events Gold

Credits & Description

Company Entering : Hakuhodo Kettle Inc., Tokyo
Brand : Monster Strike
Advertiser : Mixi Inc.
Agency : Hakuhodo Inc., Tokyo
Creative Director : Kazuaki Hashida
Copywriter : Yusuke Amagai
Art Director : Takahiro Nagai
Account Director : Takuma Saito
Account Executive : Gen Sakuramachi/taiki Shimao
Strategic Planner : Shunichi Ebine/moe Inomata (tow Co., Ltd.)
Media Planning Director : Takuma Saito/gen Sakuramachi/taiki Shimao
Integration Producer : Nobutoshi Kawashima/takuma Uchida (tow Co., Ltd)
Agency Producer : Masanobu Hino/hiromu Otsuka
Event Producer : Tomoya Iwase
Event Director : Naoko Suzuki/ryoko Yamori
Film Production Company : Tohokushinsha Film Corporation, Tokyo
Director : Ryohei Kawakita
Cinematographer : Yusuke Suga
Gaffer : Akiyoshi Irio
Executive Producer : Takashi Aso
Film Producer : Naoki Miyasaka
Production Manager : Yusuke Mikata
Production Designer : Norihiko Iwasaki
Location Codinator : Takeo Fukakushi
Stylist : Ikuko Utsunomiya
Hair & Make-up : Satoshi Yamazaki
Post-production Company : Omnibus Japan Inc., Tokyo
Editor : Fumito Endo
Flame Artist : Daisuke Miyako
Animator : Shinya Higuchi
Special Effects Producer : Kenji Kawaguchi
Sound Studio Producer : Kazuyoshi Tonami
Music Composer : Yuma Yamaguchi/com.A
Photographer : Takaya Sakano
Retoucher : Kazuya Kuriyama
Designer : Shuto Umemura
Calligrapher : Yasuhiro Tominaga
Web Director : Mitsuaki Hongyo
Web Producer : Umi Chae
The brief :
Monster strike is a smart phone app game with 40 million users. The brand’s mission is “creating thrilling and extraordinary entertainment”. The purpose is to increase the app’s daily active users while enhancing the brand.
The strategy :
The audience was users who had registered but were not actively participating. However, the problem was that these users would not respond to any approach through television commercials. So, through the creation of contents which would be a reflection of this brand, expressing the excitement and enthusiasm, we aimed at getting these users to open this app, one more time. Focusing on the asian zodiac which all japanese people are familiar with. Taking the legend of the asian zodiac and re-examining it one more time, creating this extraordinary entertainment.
The execution/the execution & craft :
The zodiac re-race june, 2017. We gathered the 13 animals, connected to the asian zodiac, to a single location in order to hold a race. These proceedings were live cast through internet media. In order to gather attention to the contents, advertisements were run in advance through tvcf and outdoor advertising. Not only that, but we had involved the users by offering in-game currency to those who had forecast the outcome correctly. With forecasts by various influencers, we had succeeded in sparking a buzz of people cheering for their own zodiac or trying to guess the actual outcome on snss.
The result :
The results are as follows: *5.3 million views. *trending at 1 st place on twitter and youtube. *1.6 billion impressions. *the app’s daily active users had gone up by 8.4% and we succeeded in bringing forth these contents as the new zodiac, based on what would have happened if they had actually raced.