Cannes Lions

The Secret "Little Hero"

DENTSU, Tokyo / KDDI CORPORATION / 2016

Case Film
Case Film
Supporting Images

Overview

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Credits

Overview

Description

We set up a teeny tiny hidden character in the series, and never releaved this until a user discovered it. It was as simple as that.

Execution

Three months after we set the little Japanese Hero in the films, it was finally discovered and tweeted by a user. A little kid was the discoverer, and his mother tweeted it. The tweet immediately spread around. The blog media helped spread it further and TV programs reported this phenomenon, creating big buzz.

Outcome

After this hidden character was discovered, the number of total views for each film increased by 200% on YouTube, and the number of users who repeat watching the films jumped up. The mass and web media ganged up to report and topicalize this phenomenon. And above all, as the films were watched repeatedly, the commercial message was conveyed many times and contributed to achieving the company's highest sales ever.

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