Industry Craft > Integrated
WHITE ROOM
TUGBOAT, Tokyo / PERNOD RICARD / 2016
Overview
Credits
OVERVIEW
CampaignDescription
Assigned the phenomenal SCRAP, the expert of "Real Escape game", and created the first "real Escape Game" using the latest digital technologies for Café de Paris. REG is the new kind of entertainment very popular among the young generation, which reached more than 1M followers in Japan.
Within the sampling event we built a room that is completely white. Once a group enters the room, the doors are locked, and the game begins.
The only way out is to solve all 5 mysteries in 10 minutes.
As the players solve the mysteries, each corner of the room is filled up with juicy fruit colors, representing the flavors of the sparkling wine.
Projection mapping, Kinect, light sensors, polarizer film, near field communication and many other digital technologies were used to create the magical room.
Execution
Japan Nation wide:
Online Game/Campaign site/Teaser video/SNS 2015/Oct/14-Dec/24
Event: 2015/11/6-9 @Roppongi Hills, Tokyo, Japan
Online Highlight video 2015/11/19-
Outcome
Event: The game was fully booked, 5,000 glasses of sparkling wines were served and more than 5,000 mini-bottles were handed out at the event.
Campaign: Campaign site 146,000 sessions
4K SNS mentions,
1.25M video view
117K online game participation
Reached over 3.1M young females. (50+% of the target)
Press coverage: The sampling event coverage includes 14 TV Programs, 227 online articles and it led to 3M Euros/3.3M USD in advertising value equivalency.
Business: +4.5% from previous year
Relevancy
Proof of digital can bring real people and friends closer.
The climax of the campaign was set at the phenomenal Real-escape-game, which is a new hot entertainment in Japan among the target age group, using the latest digital technologies. It was maximized by the buzz and interests of the viral campaign.
Strategy
We created a buzz a month before the event by releasing a video online and a smartphone game. These 2 intriguing teasers of the campaign went viral on SNS. More than 1M of views of the videos and more than 100,000 participations to the online game were recorded.
The players who successfully cleared the smartphone game could download a coupon to redeem a prize at the event venue.
Synopsis
Café de Paris is a sparkling wine brand with a wide variety of 12 different fruity flavors, targeting women in 20s.
Broaden the colorful and sparkling world of Café de Paris to young Japanese females through a unique and viral brand experience.
Challenge was that the brand needed to align with big strong competitors to be a choice of young Japanese women.
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