Original Data Motivation Simulator Cross Communication Glossary
Cross Switch [Dentsu´s Cross Communication Web]
Services and Solutions
Planning Process
Column and News Release
What´s Cross Communication?
HOME
Column and News Release
Notifications and news related to Cross Communication
Column“Jump Square”relaunch campaign, winner of the “Bronze Lion” at the 2008 Cannes Lions International Advertising Festival.
Winner of the Cannes Media Lions “Bronze Lion”
Winner of the Cannes Media Lions “Bronze Lion”
The 55th Cannes Lions International Advertising Festival was held in France from June 15 to 21, 2008. This is the world's largest advertising festival, and has gained particularly high recognition among numerous international advertising awards for its scale, the composition of its judging panel, and the high level of the award-winning works.
Many Japanese advertisements have won awards, and Japanese planners and creators are expected to play an increasingly important role on the international stage.
Here, we will provide a partial introduction to Shueisha Inc.'s “Jump Square” campaign, which won the Bronze Lion in the Media Division.
“Jump Square” is a manga periodical that was first released on November 2, 2007. A unique Cross Communication campaign was rolled out in preparation for the release of this inaugural issue.
A riddle, hidden in a website
About three weeks before the release of the first issue, a startling television commercial was broadcast.
The commercial said, “This is a request from Shueisha. The inaugural issue of 'Jump Square' will be released shortly, but please do NOT search for 'Jump Square' on the Internet."
Many people were intrigued by the unusual message saying not to search on the Internet, and began to search actively. When they tried to access the official Web site, however, they found that it was closed. All they saw was a plain, text-only “Apology from Shueisha” page with the words "Request from the Editorial Division."
(Click to view enlarged screen)
A riddle, hidden in a website
Many people were disappointed by this message, but those who felt that “something was up” were treated to a special experience. If they waited for about 20 seconds, a Flash animation appeared featuring characters from the manga magazine. There were several variations of the Flash animations.
(Click on each screen to view enlarged images)
A riddle, hidden in a website A riddle, hidden in a website A riddle, hidden in a website
A riddle, hidden in a website A riddle, hidden in a website A riddle, hidden in a website
A riddle, hidden in a website A riddle, hidden in a website A riddle, hidden in a website
What was the goal of the “Trick”?
The mysterious trick continued even further. Users who typed “Jump Square” into the search window three times and clicked on “Search” were led to the true hidden site.
Related contents were also offered through mobile phone sites and unique ads in train stations. All of these contents formed a carefully planned scenario designed to overcome a certain challenge.
As a result of this campaign, the inaugural issue sold out at one bookstore after another. It was so popular that 100,000 additional issues were printed.
This campaign was given the title “Hide-and-Seek Advertising.” Information was intentionally hidden, and Cross Communication was used to move the target. The campaign won high recognition at the 2008 Cannes Lions International Advertising Festival for innovative use of media.
PageTop
Please inquire here regarding the copying or use of data and materials appearing on this site.
Concerning Use of this site
© 2012 The Dentsu Cross Switch Team