Творческая группа и описание:

Type Of Entry: Use of Media
Category: Best Use of Internet/New Media, Including Mobile Phones, PDAs, Etc.
Title: COLOUR TOKYO!
Advertiser/Client: SONY MARKETING JAPAN
Product/Service: BRAVIA TELEVISION
Advertising Agency, City: HAKUHODO KETTLE, Tokyo
Country: JAPAN
Media/Advertising Agency, City: HAKUHODO KETTLE, Tokyo
Country: JAPAN
2nd Media/Advertising Agency, City: HAKUHODO, Tokyo
Country: JAPAN
Credit Details:
Name
Position
Company
Hisashi Fujii
Exective Creative Director
Hakuhodo
Tomoki Harada
Copywriter
Hakuhodo
Ikuko Ota
Planner
Hakuhodo
Go Mizushima
Planner
Hakuhodo
Keisuke Mochizuki
Designer
Salad
Kana Takahashi
Designer
Salad
Ryoji Tanaka
Art Director
SEMITRANSPARENTDESIGN
Shunsuke Sugai
Technical Director
SEMITRANSPARENTDESIGN
Koshiro Futamura
Flasher
Tha
Taizo Ota
Account Exective
Hakuhodo
Mitsutoshi Sakamoto
Account Exective
Hakuhodo
Hikaru Tokuyama
Producer
TOW
Shingo Yamaguchi
Producer
TOW
Mitsuru Kowashi
Producer
TOW
Kentaro Kimura
Creative Director
Hakuhodo Kettle
Junya Masuda
Creative Director
777interactive
Ken Funaki
Art Director
Hakuhodo Kettle
Kazuaki Hashida
Planner
Hakuhodo Kettle
Toshi Morikawa
Producer
Hakuhodo Kettle
Innovative Media Strategy: The aim was to give customers not just a message of "colour", but an experience of "Playing colour".
Creative Execution: We produced an interactive outdoor media "Playing colour" experience by combining the web and an Outdoor Ad. On the web, people could change the colour of the actual building in the centre of Tokyo. That is, people could colour Tokyo. More specifically, people could choose from 16,000,000 colours.
Target Audience:We combined the web and the Outdoor Ad. The people who played on the web went and saw for themselves and the people who saw the Outdoor Ad wanted to play the web. Those who experienced this communication got the urge to talk about the experience "Playing colour = Changing the colour of buildings". This idea was often talked about on many blogs and online news. This Ad got lots of publicity, TV, magazines and newspapers.
Effectiveness:This outdoor ad and the website were mentioned on 2 TV programs, in 6 magazines, 3 newspapers, various online news sites, and many blogs. The publicity effect is $301,652.