Challenge: In Japan today there are over 400 cases of burglary a day and every year the tactics are becoming increasingly malicious. However, most people still believe that their homes are safe. We needed to make people aware that burglary concerns us all, and inform them of an effective anti-crime measure. Solution: MIWA Lock created an educational game with the intention to familiarize a wide audience with the need of anticrime measures and to show how having 2 locks is a simple but effective way to protect one's home. In stark contrast to the complexity of recent digital creative, we made a simple game that anyone could enjoy by just clicking on the mouse.

Results: The game received huge attention as being one of the "simplest but toughest" games ever and created heated competition among the Anticrime Master contestants. The number of unique users after 3 months reached 34,000. Total access reached 327,000 page views. Page view per person was 9.5 pages showing how addictive this game was. MIWA Lock also began receiving a record number of inquires about their locks. The viral effect continues to spread and many contestants are still making the attempt to become Anticrime Masters.

2 months prior to launching "The 2 Locks" game, we made blog widgets to tease and raise anticipation for the game. The widget showed burglars coming to catch a sneak preview of people's blogs prior to breaking in, which was what burglars actually do in real-life with people's homes.

This gave 2 phases to the campaign; the blog widget where you see burglars come to check out the place was the "preview phase," followed by the "tackling phase" where you had to fight the burglars in the game. We launched the game on August 1st, with the intention to raise people’s awareness at the peak timing of families leaving their homes to go off on their summer vacation. We sent out another news release on various online news sites to match the winter vacation season in December.

The game received huge attention across Japan as being one of the toughest games ever, and there was heated competition among the Anticrime Master contestants. The number of unique users after 3 months reached 34,000. Total access reached 327,000 page views. Page view per person was 9.5 pages showing how addictive this game was.Users accessing the MIWA Lock website tripled, showing a heightened awareness towards anti-crime measures.The viral effect continues to spread today and many contestants are making the attempt to become Anticrime Masters.