- - Could you tell us how you go about promoting “Monster Hunter Tri”?
- "Tsujimoto"
When promoting "Monster Hunter Tri" we first surveyed what customers wanted to know, or whether the information we released had reached the intended users. Most importantly, I feel that we needed to express our enthusiasm for the latest version.
In addition, we needed to convey how "Monster Hunter" will be played on game consoles in the future. We always plan our promotions with the users' requests in mind. - - The TV commercial for "Monster Hunter G" that aired in April (in Japan) was very original.
- "Tsujimoto"
For "Monster Hunter G," I wanted to produce a CM that made seasoned veterans of the series grin. I feel traditional contents lack appeal. I aimed at achieving a certain effect... For example, someone that knows "Monster Hunter" says to someone else that’s familiar with the series, "Hey, did you catch the Pugi commercial? The real Pugi, and real Airu were both in it*2." This kind of buzz gets people interested and tempted to watch the commercial.
- - Do you come up with those ideas yourself?
- "Tsujimoto"
Although detailed ideas are submitted by ad agents or our staff members, the direction these ideas will take and ultimately the final decision are left to me. Though I myself put out some ideas, it's good to exchange a lot of different ideas. So after defining the direction and then getting a bunch of ideas, I simply choose the best one.
What's important in commercials is to say exactly what you intend to do, and impart those elements of joy. You don't have to think real hard. When too much thought is put into the commercial it ends up coming out awkward or too serious, which causes it to lack appeal. The important point is the process of "reaching those who are interested" first and then using commercials to further develop the promotion. - - From what you say, it seems you place a lot of importance on generating buzz via word-of-mouth.
- "Tsujimoto"
Yes. In fact, the greatest pleasure for me is to run across someone talking about "Monster Hunter." Particularly when I find someone mentioning it while on the train. That’s really satisfying; that’s what I feel is the most effective way to promote a product. - - Why so?
- "Tsujimoto"
In a train, there’s at least one person standing on either sides of the speaker, and they are sure to hear what is said. Those people then may talk to others and say, "you know, the other day on the train I heard someone talking about this." That’s the kind of promotion system I'm trying to create. - - I see. Last, could you tell us your ideas for transforming "Monster Hunter" into a world-class brand in the future?
- "Tsujimoto"
Up until now, we failed to get the recognition for "Monster Hunter" overseas we intended. To appeal to gamers across the world, we need to make sure they know about "Monster Hunter." Thus we've committed ourselves to working with console manufacturers to promote the latest overseas title in the series, "Monster Hunter Freedom Unite." These promotion projects will demonstrate that we are serious about reaching the world market. Each and every country overseas is different. Thus, the reaction to a game varies by country or region. I think it’s important to think of the most effective way to promote our brand for each region.
*2 Pugi - pig appearing in "Monster Hunter" series. A cat named "Airu" also appears in the same commercial.
