ISSUE 課題
- Amid a simultaneous global release, it was necessary to create “talk-worthy touchpoints” tailored to Japanese culture and sensibilities
- As a new IP with low awareness, forming an emotional initial connection with players was a challenge
- The appeal of the content needed to be visualized as “characters’ push-worthy points” and the “thrilling gameplay experience”
STRATEGY 戦略
Branding Transformation Toward a ‘Push-Worthy Game’
＜Objective＞
To evoke interest and empathy among Gen Z gamers, establishing Omega Strikers as a title that is “pushed” and talked about mainly on social media
＜Approach＞
- Story-driven promotion focusing on character-led empathy design
- Leveraging Gen Z psychology of “If someone I like likes it, I want to know it too,” linking with ‘oshi’ (push) culture
- Optimizing for vertical SNS viewing flows such as TikTok, X (formerly Twitter), and YouTube Shorts
PLANNING 企画
Character-Driven Marketing Where “Likes” Spread
- A promotional series highlighting each main character’s “push-worthy points”
- Thorough design of SNS-friendly templates, compositions, and dialogues to encourage UGC (user-generated content)
- For the Japanese launch, narration videos featuring popular voice actor Natsuki Hanae, who openly enjoys the game, to gain trust and interest from both anime and game fans
- Production of a comprehensive promotional video conveying the game’s overall world, serving as a “hub” for talk-worthy touchpoints
CREATIVE クリエイティブ
Visualizing a World That Makes You Want to Play and Talk
- Video direction combining dynamic cuts highlighting character vitality and individuality with lines that showcase charm
- Emotional and passionate narration by Natsuki Hanae enhances immersion and strongly appeals to fans
- Video style：A “Striker Digest” structure adding emotion, relationships, and story to fast-paced gameplay footage
- Copy development carefully crafted with phrases Gen Z resonates with and wants to quote, optimized per title
- Color palette：Vivid neon tones centered on characters’ core colors to strengthen visual impact
- SNS diffusion design： Templates and narrative flows designed to encourage “#推しキャラ” (favorite character) posts and comments
ROLL 担当領域
- Development of marketing strategy for the Japanese market
- Character branding design
- Video planning, directing, and production (character PVs / comprehensive promo videos)
- Narrator casting and direction (Natsuki Hanae)
- SNS promotion design (for TikTok / X / YouTube Shorts)
- Copywriting and visual tone design
- UGC flow design and implementation support