The majority of Japanese smartphone users (age 18+) own iPhone. So for Apple, upgraders are key business drivers. But here’s the challenge: Most users are content with their older models. What’s the secret for them to upgrade? Camera is the killer trigger.
The objective: Reignite excitement for iPhone 15 by raising awareness of the new state-of-the-art camera system, and show users what they can achieve in a “holy shit that was shot on iPhone” way.

“Midnight”, the first-ever manga-to-live action adaptation exclusively shot on iPhone, brings together two titans: Takashi Miike, one of the most important directors alive, and Osamu Tezuka, the ‘God of Manga’ himself.

With the ultimate creative trifecta of Miike, Tezuka and iPhone in place, the search was on to find the perfect material. Tezuka’s 1986 hidden manga masterpiece “Midnight” had it all to become the heart of the idea and a memorable camera demo: impossible angles, a nighttime setting, exhilarating car chases, plus fast and furious frames. By showcasing iPhone-exclusive features in the high-octane world of “Midnight”, every breathtaking second of the 19 minute film pushed the boundaries of what’s possible with the iPhone 15 camera, and marked a new chapter in the locally-loved genre.

Entertainment is big in Japan. Across the nation, there are 60M manga fans and 20M film fans consuming the content they love on a regular basis.

The strategy: tap into the intersection of these two passion points, the manga-to-live-action adaptation film.

As a regular entry in top 10 box-office rankings, creating a movie in this beloved film genre was our ticket to achieve the biggest, baddest, boldest iPhone 15 camera demo ever.

Why stop there? With huge additional fandoms for Japanese music, voice actors, celebrities and tech at our fingertips, every inch of this campaign was designed to grab the imagination of as many fan communities in Japan as possible.

Launching “Midnight” as the blockbuster it truly is, was the first step of the media execution.

The build-up of the implementation included:

. Dominating the video viewing journey (Secured all of digital video platform)

. Broadcast the entire film on one of the biggest Japanese online TV platforms - Abema TV

. Broadcast the entire film on actual Taxis, at midnight, all over Tokyo

. Developed takeover digital placement in largest movie theater chain AEON CINEMA

. Nationwide film posters at AEON CINEMA

. Take over, with giant OOH and digital OOH in locations represented in the film (Shibuya and Shinjuku)

. Exclusive partnership with “Weekly Champion Magazine”, the same print magazine where “Midnight” was originally published in 1986

. Film trailers on mainstream TV channels

All media executions contributed to the blockbuster experience and each touch point became a stunning iPhone 15 demo.

The blockbuster launch of “Midnight” paid off with a blockbuster outcome.

Some of the highlights include:

. 50M+ total views

. 32.5M views for main film (YT, Apple TV, apple.com, Abema TV and taxi screens )
. 18.4M views for BTS (Largest view ever for any behind the scenes film)
. 6.5M traffic to website (includes Apple.com + YT main film)

. Over 57K organic mentions

. Over 650 articles reaching 6.2B people around the world

. $51.7M earned media

. Doubled iPhone 15 purchase intent

. Sold out session premier at Apple Store in the presence of director and DOP

The film achieved unprecedented results, becoming Apple’s most viewed, talked, loved and shared campaign in Japan ever.