Social and Influencer > Branded Tech
DENTSU INC., Tokyo / NTT / 2015
Overview
Credits
Execution
We created a teaser movie of the NTT DATA Wall and uploaded it to YouTube, expressing the close relation between golf and data, and prior information about the NTT DATA Wall. We also built a micro-site dispatching summarized information about the Open and the NTT DATA Wall with articles by golf journalists. During the Open, the data shown on the NTT DATA Wall was dispatched through the micro-site. As a result, the NTT DATA Wall provided a whole new innovative golf experience, the "datatainment" not only to the people in Loyal Liverpool, but to people all around the world.
Outcome
The 15-meter Wall gained many attention by the spectators which allowed NTT DATA to appeal their presence in front of their clients. The tag line "Global IT Innovator" left a great impression among the spectators and to their clients. As a result, NTT DATA saw great significance in supporting the Open Championship and decided to extend their contract as the supporting company of the Open Championship. Another surprising result is the fact that the NTT DATA Wall improved the viewers of the NTT DATA booth at the Open Championships by several tens of times compared to the previous year.
Strategy
Our client, NTT DATA, had sponsored The Open Championship since 2013 and intended to leverage this opportunity and raise awareness of its company name and tag line "Global IT Innovator". Our task was to create a NTT DATA booth with contents and experience spectators could enjoy there. For this purpose, we combined “data" with ”entertainment" and created a new concept word "datatainment". Under this concept word "datatainment", we installed a 15-meter wide “wall” with a digital screen, which was “NTT DATA Wall” we called, at the Venue, Loyal Liverpool. NTT DATA Wall collected various kinds of Golf data such as players’ scores, course conditions, and posts to social media and so on, analyzed them in real time, and visualized them on the huge screen. NTT DATA Wall integrating Data, sports, and a live-event provided a totally new type of sports experience for golf fans all over the world.
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