The text of the Dentsu Inc. news release distributed on June 5 is as follows.
June 5, 2018
First installment: Fuji TV's "Detective Kojin: Sudden Commercial Drama"
(Late night, June 20)
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) will implement "Adfusion," an advertising technique that integrates commercials into the main program, for the drama "Detective Kojin: Sudden Commercial Drama" airing on Fuji TV on Wednesday, June 20, from 12:30 AM to 1:30 AM (Kanto local).
Adfusion is a new advertising technique that enhances the appeal of main content by integrating commercials. This first implementation was co-produced by Dentsu's Adfusion team and Fuji TV's production team. Key highlights include commercials revealing aspects of the protagonist's personality or characteristics, serving as clues to solve mysteries, or becoming crucial items in unexpected moments.
The drama's storyline continues to unfold even during the commercial breaks, making the commercials themselves a crucial element that enhances the drama's appeal. This aims to create commercials that viewers won't skip and will eagerly anticipate. Three companies—Suntory Holdings Limited, Excom Global Inc., and LINE Corporation—have agreed to sponsor this initiative, aligning with its core concept. How products from these companies, operating in entirely different categories, will be advertised is also a point of interest.
Moving forward, we will continue exploring ways to utilize Adfusion beyond "drama × commercial," considering its application across content categories like variety shows, movies, sports, and games.
End
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2018/0605-009549.html
