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Festival of Creativity
27 - 29 September 2017




Bronze Spike

Case Film

Presentation Image

CategoryA08. Data Insight
Entrant ASATSU-DK Tokyo, JAPAN
Idea Creation ASATSU-DK Tokyo, JAPAN
Name Company Position
Fumiaki Takeuchi ADK Tokyo Executive Creative Director
Shotaro Nieda ADK Tokyo Planner / Web Director
Yuta Hirane Pyramid Film Quadra Art Director / Designer
Shuhei Murata Pyramid Film Quadra Director
Saori Noda Pyramid Film Quadra Producer
Takuma Hiraoka Pyramid Film Quadra Associate Producer
Misaki Nagatsu Pyramid Film Quadra Production Manager
Kurumi Miyokawa Pyramid Film Quadra Production Manager
Takayoshi Ishii Agyo Technical Director
Shigeru Mitsui Agyo Programmer
Shunsuke Ishikawa Agyo Programmer
Yuta Takano Agyo Engineer
Satoshi Umemura Freelance Engineer
Ryoko Yoshikawa Kyoto Innovation Engineer
Atsushi Shimoyama Freelance Motion Designer / Editor
Yosuke Ikeda Freelance Music Composer
Ryutaro Hiyama Perform Group Data Supervisor
Yuta Kaneko ADK Tokyo Creative Director
Website URL

Describe the campaign/entry:

SKY PerfecTV launched a next-level data-driven football pool named "LIVE STATS LOTTERY". The LIVE STATS LOTTERY was held for Copa America 2016. Indexes of 16 evaluation areas were created based on what football fans focus on the most when watching a match. These were linked to the real-time API so that the latest stats appeared on the website, in real time. Through this digital-crafted platform, people watching football match has come to be able to enjoy and talk football with every football fans more than ever before.

Creative Execution:

First of all, we created original website linked to OPTA's real-time stats API. Data obtained in real time appears on the website. After that, we informed the football media outlets about launching LIVE STATS LOTTERY. So, many football fans could notice it through media articles without using any traditional advertising. Fans accessed the website before the match began. Based on past data, they bet on all 16 evaluation areas and enter their bets. they naturally shared their prediction on SNS. While enjoying the match on TV, they kept an eye on the latest stats of the players as they were updated in real time. After the match, they compared their results with other users to see who got the most bets correct.

This unprecedented campaign was picked up by various media outlets, creating a buzz. It was also featured in international media. So we could get the good opportunity that the lottery was joined in by Shinji Kagawa, well known as the most popular football player in Japan. After they posted SNS and their owned media about LIVE STATS LOTTERY and their predictions, over 900,000 people engaged in the campaign website.

Many Football fans have customs enjoying focus on each play by players and talk with them. So they can focus is more better to watch on TV than the stadium. This value is amplified which join for lottery and provide by suitable data, by promoting communication of friends and fans on SNS to each other that are watching together, I thought to be able to drive the number of subscribers to a football channel.