Launch of new Star Wars ‘The Complete Saga’ Blu-ray set.

The campaign needed to target broader fans, to give a shove in the back, as the core fans own everything Star wars including all the DVDs.

To give fresh impact, the brief was to run a campaign with an approach never created before in Star Wars history: a very challenging task.

This execution was part of media-mix campaign i.e. PR, prints, transits, in-stores and online.

There are 10m+ commuters per day in greater Tokyo.Transit ads are still one of the best media to create buzz among urban area.We believe, nowadays, if you can move people, people will spread the word at the speed of light.

Targets shared in numerous local, international blogs, SNS (Facebook 10,000+ ‘likes’) and Twitter (4,000+ tweets).Became the best-selling Blu-ray set ever sold in Japan on a launch week.