1: Innovation of TV Ads that struggle to face the new waves of interactive world.

With the rise of smartphones, our lives are full of interactive innovations such as virtual reality, augmented reality or even QR code, which teamed up with several media like Newspapers, magazines and so on. Only one advertising media had been left alone by the interactive world: television commercials.

2: Synergy between mass marketing and sales promotion techniques using TV

commercial.

Mass marketing might try to enhance market share by associating owned media to improve the brand visibility/affinity, it is not effective to strengthen sales promotion. Therefore, sales promotion was until now supported by other tools, which lowers mass marketing efficiency.

*The explanation below is for the ice break challenge version. Other versions also have similar structures.

1: High-speed collection of big scale real-time data

Hundreds of thousands of participants’ smartphones action data Instant collection of (Tap, swipe, wave)

Recognition of the exact point every participant touched on their smartphone to collect the number of times every ice block has been touched inside the commercial.

2: Reflect instantly the collected data on the live commercial.

Delivering a multi-layered story and change the visual effects accordingly to the users’ actions.

Generation of ice breaking real-time visual effects according to the number of times each block has been touched.

3: Immediate distribution of incentive to the participants

Issuing coupon codes to be exchanged for the product to the participants and make possible the exchange in stores.

Participants were able to get a product just by stopping by in the store with their smartphone.