Media > Use of Media
PUBLIC VIEWING IN TOKYO
DENTSU, Tokyo / SKYPERFECTV! / 2003
Awards:
Overview
Credits
Overview
Audience
• Provide an opportunity for people to experience the thrill of SkyperfecTV!'s World Cup programme and increase the number of people buying the tuners.• Establish SkyperfecTV!'s image as that of a TV station that supports soccer.• Establish a presence for SkyperfecTV! in a highly competitive scenario where all terrestrial broadcasting stations were airing the World Cup matches live.
Execution
We negotiated a contract with FIFA for the public viewing rights (which gave us the right to telecast the games live on a giant screen); rights that no Japanese TV station had.We oversaw the management/operations, security, and all other matters on a scale comparable to that of the stadiums which hosted the actual games.We were also in charge of planning and creating the advertisements and publicity materials for the event.In all, we succeeded in drawing 200,000 people using an extremely small budget and a local media. We booked the National Stadium, staff, and equipment on all the days of the scheduled games up to the World Cup finals, and prepared to implement the event for all the games as long as Japan continued to win.
Idea
The stadium had neither a ball nor a player. But 50,000 people gathered for each match, colouringthe stand bluer than any other stadium, despite the fact that the entrance tickets were not free.Since the event was run on proceeds from ticket sales, our client was able to sponsor this huge event totally free of charge.The conventional wisdom was that nobody would ever pay money to watch a sporting event on TV. But we defied it.We transformed the entire stadium into a medium and allowed fans to experience the two-hour programme, SkyperfecTV!'s own products, and to share moving moments.As a result, SkyPerfecTV! succeeded in adding 178,709 new subscribers during the World Cup period, up a dramatic 172% over the same period of the previous year.
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