Cannes Lions

CONSOLE GAME SOFTWARE

TAIYO KIKAKU, Tokyo / SONY / 2012

Overview

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Credits

Overview

Description

In Japan, foreign made games are not making good sales. This is because Japanese gamers are used to anime-like character settings and easily understood stories.

Execution

A week before the beginning of the campaign, TV programmes announced “An extraordinary TV programme starts next week!” at the initiative of their TV networks, in order to get the attention of more people, not just game fanatics.

Outcome

The TV programme marked high viewer rating, even though this was a late night programme. The sales of Uncharted3 double the previous series. This triggered Japanese gamers to buy other foreign games and sales rose gradually. We can say that our campaign has brought a breath of fresh air into the Japanese game industry.

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