Background

Shibuya, one of Tokyo's most iconic neighborhoods, has been center stage for Halloween partygoers in recent years. But COVID all but ruled out gathering in any overcrowded streets in 2020.

The objectives for the two clients are the Halloween holiday were clear: Shibuya City, wanted to become known as Tokyo's most energetic tech hot-spot, a sort of cool Silicon Valley that would attract high-tech youth and companies alike, while au, one of Japan's biggest telecoms, wanted to prove their tech prowess in providing the most forward-thinking online services.

We decided to bring these brands together and combine the asks with a single, mutually beneficial solution.

Creative idea

As Halloween approached, the widely enjoyed holiday in Japan couldn't be normally celebrated—not in COVID-stricken 2020. Instead, the two brands built, block-by-block, a virtual Shibuya City that would hold the largest ever Halloween gathering. With visitors able to interact with others by creating moving and speaking avatars, while enjoying top-notch entertainment, Shibuya's Virtual Halloween became the talk of the town.

Strategy

The target was widespread and varied. One primary audience was certainly those who, in any normal year, would gather in Shibuya for the fun and frolicking that Halloween in Shibuya has become known for over the years. Another target was tech-savvy businesses who make decisions about where they might locate a forward-thinking company. And also the general masses, who make decisions about where to spend their Saturdays (Shibuya!), as well as those who are making personal telecom decisions based on how they view the major brands: au (KDDI), Softbank, NTT Docomo, etc.

With Halloween at a sort of standstill due to the COVID lockdown, knowing Shibuya wanted to create something to make up for the lost brand-building event—the mayor of Shibuya even told people not to come—along with au (KDDI) wanting to prove their tech-prowess, we brought the two goals and target audiences together in a single strategic direction.

Execution

As Halloween approached, we seeded the idea of a virtual Halloween with media outlets across the country. Then during the live event, we encouraged influencers and those in the media to take part, even while on air.

Visitors created their own personalized avatars and walked the streets of Shibuya. There they could attend the live performances--featuring some of Japan's biggest music and tv characters and personalities--while interacting in real-time with friends and acquaintances attending, creating an entirely new way to experience entertainment.

Shibuya's Virtual Halloween was an online event easily accessible through a number of au and Shibuya websites and social accounts, as well as through the campaign hashtag: #stayvirtual.

Results

Over 400,00 attended Shibuya's Virtual Halloween, with visitors coming from all across Japan--some even from overseas. This is many times the number of visitors who had come to the physical Shibuya Halloween event the previous year.

In addition, the earned media garnered for the event was more than 10 times what clients had hoped for, with over US$20MM in media exposure value, getting not just mentions on Japan's TV networks, such as NHK, but also garnering live walking tours through the virtual event with media hosts—and their avatars—as talking guides on Japan's biggest news and variety programming.

Overall, Shibuya's Virtual Halloween was such a success that it became a huge topic of conversation; and while doing so, has provided us with hints of what the future of sharing and entertainment may hold in store.

Supporting webpage

http://our-work.tokyo/au/halloween/

au by KDDI, Future Design Shibuya - Shibuya Virtual Halloween

CREDITS

Gold partners