The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2015 One Show - Direct

PANICOUPON

Agency HAKUHODO INC. / TOKYO

Client TSUTAYA
BACK TO RESULTS

Annual ID

150495A

About the Work

HORROR WAS ONE OF THE MOST POPULAR MOVIE CATEGORIES IN JAPAN.BUT THESE DAYS, IT'S DEMAND IS DECREASING YEAR BY YEAR.TSUTAYA, THE MOST FAMOUS DVD STORE IN JAPAN, HAD TOO LARGE OF STOCK OF HORROR MOVIES.WE NEEDED A PLAN TO ATTRACT CONSUMERS AND INCREASE SALES,BY UPDATING THE FRIGHTENING EXPERIENCE. WE INVENTED THE OCULUS RIFT 360°HORROR MOVIE, YOU COULD ONLY EXPERIENCE AT THE STORE. WE ALSO INVENTED A WORLD’S FIRST INTERACTIVE COUPON, “PANICOUPON” WHICH DISCOUNT RATE RISES UP IN RESPONSE TO THE PEOPLE’S HEART RATE. UNCOUNTABLE NUMBER OF ZOMBIES APPROACHES YOU FROM ALL AROUND IN THE CLOSED SPACE OF OCULUS RIFT. ON THE DAY OF THE EVENT, PEOPLE’S SCREAMS AND REACTIONS ENCOURAGED PEOPLE TO COME. IN TOTAL THIRTY THOUSAND PEOPLE RUSHED IN.THIS WORLD’S FIRST APPROACH WAS WIDELY REPORTED BY THE MEDIA. SOCIAL MEDIA ACTIVITY INCREASED 367％.SALES INCREASED OVER 26 TIMES. FROM “FEAR” TO “PLEASURE” PANICOUPON SHOCKED PEOPLE’S FEELINGS.IT DIRECLTY STIMULATED THEIR BUYING MOTIVATION.