The Sony brand message, “make.believe”, promises that with the power of curiosity, any dream will come true.

At Roppongi Hills, a place where young people gather, we filled the area with “Directions” and “Dots” that will lead the user’s to a new experience.In order for young people to get inspired by the unique “Directions”, we designed them in various ways.First, we put up “Direction” posters all around the town of Roppongi.Posters had “Directions” that would to ignite the curiosity.In addition, we used the “Dot”, which is the image icon for make.believe as a motif for artworks that filled the whole park where the SONY “Curiosity Project” took place.We also constructed a dot-shaped monitor; a monitor that shows curiosity messages in real time. These messages were sent from websites and Twitter.People were able to answer to the “Directions” sent through the internet by voice entry, and this served as a connector between SNS and the event.

72,000 visitors during the 5 day event.65,000 comments through SNS.40,000 followers from users who signed up for Twitter during the campain.Besides these facts, the campaign was featured on countless numbers of TV shows and blogs.