au, the second largest cell phone communication company brand name in Japan, successfully developed a mega data communication feature, the 4GLTE. We formulated a project called “FULL CONTROL,” whereby the user could freely control the town, live events, and projection mapping, to depict the brand new world that 4GLTE was bound to create. This campaign provided continuous novel interactive physical experiences, from CM to digital to event to CM.

“FULL CONTROL” was first launched as a TV commercial. The stage was set in the young people’s town, Shibuya, where we depicted the town to resemble a club as users used their smart phones to control the town. The commercial instantaneously aroused interest and was much talked about. Subsequently, “ODOROKI,” a smart phone app that allowed the user to enjoy the mega data communication feature was developed. An unprecedented number of downloads was achieved.

Thereafter, we convened an actual music live event, “FULL CONTROL TOKYO,” where the perspective or the world depicted in the commercial could be enjoyed. The attendees were able to freely control such things as Tokyo Tower, live events and projection mapping with the smart phones.

The event was then aired as a documentary commercial. It sparked wide attention to the point of being called a social phenomenon.

“FULL CONTROL,” an interactive campaign done on such a huge scale and in such an integrated manner—most probably a first in Japan—achieved a level of what could be called a social phenomenon, from the massive PR it garnered and the volume of buzz on the SNS. For the client, the result was an overwhelming improvement in their image score. For the user, there was a sense of pride in the brand. Unsurprisingly, this was a huge business success.