Egovision Deliver Viral Campaign For Japanese Cult Film Ichi The Killer
29 May 2003, London, UK
Egovision Deliver Viral Campaign For Japanese Cult Film ‘Ichi The Killer’
Egovision Deliver Viral Campaign Via Microsite For Japanese Cult Film ‘Ichi The Killer’ For Medusa Communications and Marketing’s DVD Release
Online strategy, design and development agency Egovision http://www.egovision.com, are to deliver the campaign for the cult Japanese film Ichi the Killer http://www.ichi-the-killer.com.
The viral campaign, which will be hosted at the official Ichi The Killer website http://www.ichi-the-killer.com/viral/ is to run from late May 2003, one month before the product launch on 02 June 2003, and will be pushed using predominately online media.
John Lyons, Interactive Director at Egovision explains, “Cult movies are particularly well suited to online strategies, and initial research showed a great deal of newsgroup and forum discussion about the movie, cast and release dates. Our prime strategy is to feed this interest and allow the promotion to spread organically throughout the online communities and interest groups for predominately male horror and Asian cinema fans aged between 18-24 years-old.”
Ichi The Killer is the second and biggest release on Premier Asia, a new eclectic DVD label from Medusa Communications and Marketing, featuring filmmaking talents from Korea, Thailand and Japan following the success of their Hong Kong Legends DVD label. The integrated campaign focuses around a viral clip of the film and is to be promoted for a total of three months, as well as being linked to a DVD and holiday giveaway. The promotion also uses opt-in email marketing, online PR and above-the-line advertising in targeted magazines generating feedback to a purpose-built microsite.
With much interest in the film from existing and new fans, it’s West End premiere will be at the Prince Charles Cinema, Leicester Square http://www.princecharlescinema.com/ on three dates [Friday 30 May at 3:30pm, Saturday 31st May at 6:00pm and Wednesday 4th June at 8:45pm], which is to be integrated into the promotion of the Japanese thriller.
The project is Medusa’s first consolidated online promotional campaign, and comes off the back of the increased success of Medusa’s commercial websites, and will be Egovision’s second major campaign for the distributor. Aitch:Creative http://www.aitchcreative.co.uk and Egovision worked together to develop the design concept and agree upon layouts and visual approach. From here, Aitch:Creative created all of the source visual material.
The film, directed by Japanese Cult Director Takashi Miike of ‘Audition’ and ‘Dead or Alive’, represents a new gangster thriller based on the Manga character by comic genius Hideo Yamamoto. It was regarded as one of the most highly anticipated events in the Japanese film industry in the year 2000, because it united the creator of the ultra-violent comic artist Yamamoto and screen violence maestro Miike.
Lyons adds, “This is renowned as one of the most controversial films ever made, so in addition to the obligatory microsite, we devised a viral campaign that dared the entrant to watch the movie trailer for a chance to win a trip to Amsterdam for themselves and four friends. This includes a simple and effective “dare a friend” mechanic, with the incentive that if a recommended friend wins, the original entrant is guaranteed to be one of the friends on the trip. A series of free downloads were created to support the branding and ethos of the product, including desktop wallpapers and a screensaver.”
Chriscilla Philogene, Marketing Executive at Medusa Communications and Marketing comments, “The email invitation is to be delivered to our Hong Kong Legends http://www.hongkonglegends.com opt-in mailing list and two-leased lists of young male horror movie fans. The emphasis for both is upon generating recognition of the campaign that will be represented within the online community without being overly aggressive towards an audience that is traditionally clued-up on the web, and takes offence at overt advertising.”
----Notes to editors----
This press release in available in PDF, plain text and Word formats. Photographs are available of the Egovision team.
The media spokespeople for Egovision within the UK is John Lyons and Nick Wills, Interactive Director and Creative Director respectively.
The campaign may be found at http://www.ichi-the-killer.com/viral. Email or telephone Elemental PR for creatives of the campaign.
DVD Features and Extras [Double pack DVD]:
- Digitally re-mastered DVD transfer from new wetgate lo-con 35mm print
- 16:9 Anamorphic version enhanced for wide screen TVs
- Dolby Digital 5.1 Audio
- Feature length audio commentary with Asian movie expert Bey Logan, leading lady Alien Sun and producer Eliot Tong
- Interview with director Takashi Miike
- Interview with Alien Sun
- Interview with Tadanobu Asano
- Interview with Shinya Tsukamoto
- Original Theatrical trailer
- UK campaign trailer
- Behind-the-scenes vignettes
- E.P.K featuring interview with director Takashi Miike, out-takes and behind-the-scenes footage
- Photo gallery featuring behind-the-scenes images and campaign artwork
- Text biographies and filmographies for principle cast members
- Glamour photo gallery with Alien Sun
- Premier Asia showcase including forthcoming attractions
Egovision has been producing critically acclaimed multimedia presentations since 1996. They have continued to produce both stylish and functional product for clients with various requirements and budgets. Egovision prides itself on its diversity of personnel, building a core team from disciplines including design, computer programming and architecture.