The aim was to give customers not just a message of “colour”, but an experience of “Playing colour”.

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.

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.

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.