CLIENT : AXN Japan Inc.
TITLE : ARROW SPECIAL CONTENTS "YOKERROW"
Hold the smartphone screen towards you and
stand up straight
Ease up and relax,
and let’s move the story along as you wait for the moment
When arrows are shot at you,
dodge them by quickly moving the smartphone!
Don’t dodge too soon before an arrow is shot,
or too late and be hit on the fatal spot
In recent years, more channels are offering popular overseas dramas in Japan,
which is providing the joy of searching and selecting a favorite drama.
However, with the titles becoming too numerous to search from,
it’s becoming difficult to choose a drama that we want to see after grasping its contents.
A creative communication method was needed so that even the viewers without any prior knowledge could instantly understand that it was a story of a master bowman’s fight against great evil.
In order to raise awareness, an idea was also needed to instinctively attract the interest of viewers who normally don’t watch dramas.
The focus was put on the tension felt by the villain being targeted by the hero,
and not on the perspective of the absolute hero, the master bowman.
A mechanism to experience a new sensation was created,
where one had to “dodge” getting hit
as opposed to a common bow and arrow game of hitting a target.
The promotion with a novel perspective of dodging arrows
using the gyro sensor function on smartphones created a viral effect.
This achieved the objective to appeal the basic drama details
to viewers who normally don’t watch dramas, while spreading the content itself.