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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

THE SPORTS SYNCHROMMERCIAL

Gold Spike

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ClientOKINAWA SEIFUN
CategoryA01. Best Use of Screens
TitleTHE SPORTS SYNCHROMMERCIAL
Product/ServiceFOOD PRODUCTS
Entrant Company:DENTSU Tokyo, JAPAN
Advertising Agency:DENTSU Tokyo, JAPAN
Credits
Name Company Position
Yoji Sakamoto DENTSU.INC Creative Director/Copywriter
Taizo Otsuka flag Executive Producer
Hiroaki Kubo flag Producer
Keiju Okuhira flag Director
Nobuko Hagimori flag Assistant Director
Ken Horikawa DENTSU OKINAWA Account Executive
Megumi Sakashita DENTSU.INC Executive Creative Director
Satoshi Takasugi DENTSU.INC Account Executive

Results and Effectiveness:

This approach turned out to be very successful. -Of the 9 commercials aired, 3 actually had a higher viewer rating than the game itself. -Okinawa Seifun's sales showed an increase of 121% compared to the same month of the prior year. -The commercials received rave reviews on Twitter and various blogs. -With a budget of only 17,000 US dollars and no additional resources, the 'Sports Synchrommercial' was able to bring new excitement to Japanese sports fans.

Creative Execution:

Through careful analysis, we discovered an important fact. A single basketball game may contain up to 29 distinct scenarios - including 'Winning', 'Losing', 'Spectacular Plays', and 'Costly Mistakes'. With this knowledge, we created 29 commercials that featured a trio of fans comically reacting to each possible scenario while having actual Okinawa Seifun food products. During the live broadcast, we selected and aired the most appropriate commercial according to the actual flow of the game. This created a fun, new commercial experience for the viewers, as they felt they were cheering alongside the characters in the commercials.

Insights, Strategy and the Idea:

If there's one downside to watching sports on television, it's the commercials that interrupt the suspense and excitement of the game. To solve this problem and change the mindset of sports fans towards commercials, We developed the 'Sports Synchrommercial'. Our client: Okinawa Seifun is a well known food produce and flour milling company here in Okinawa, and they owned the rights to 9 commercial slots during the live broadcast of the season opener for the local professional basketball team that they supported. We strategically placed these 9 slots at the ends of quarters, during time outs, and other critical moments of the game.