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The third installment of "Adfusion," a program fully integrating variety and advertising, airs December 23.
Fuji Television and Dentsu Inc. have jointly planned and produced the third installment of their advertising-integrated content series " Ad Fusion," titled "Panter Ogata's Mail-Order Variety Show BUY or BYE." It will air on Fuji TV on Wednesday, December 23, from 1:25 AM to 1:55 AM.
Ad Fusion is a new advertising technique that further enhances the appeal of main content by integrating it with commercials. The first installment, broadcast in June 2018, integrated with a drama and won the Bronze Award in the Media Creative category at the ACC Awards. The second installment drama in April 2019 generated significant buzz, trending on Twitter through its integration with the platform, achieving effects unattainable with conventional advertising.
This third installment achieves complete fusion between variety and advertising. By combining the exceptional sales power of a shopping program with the entertainment value of variety, it aims to create "an amazing show that's both fun and sells well." Viewers are provided opportunities to learn about and purchase products and services while enjoying the show. For sponsors, this creates a highly favorable environment for product sales pitches. The "Ad-Fusion Variety" format is expected to yield significant benefits, including enabling direct-to-consumer approaches for companies and products targeting younger demographics.
[Program Overview]
"Panter Ogata's Mail-Order Variety Show BUY or BYE"
Broadcast Date: Wednesday, December 23, 2020
Broadcast Time: 1:25 AM - 1:55 AM (Fuji TV, Kanto Local)
Hosts: Panther Ogata Takahiro, Yukipoyo
A serious battle: BUY or BYE?
On the other side of the monitor, the product's target audience is gathered in full force.
Product developers and company presidents appear as presenters, skillfully conveying not only the product's excellence but also the background behind its creation, the passion poured into its development, and even the corporate dreams entrusted to it.
Can they win over the target audience's hearts (BUY) and get them to turn around? Or will they be turned away with a "Don't need it!" (BYE)? It's a serious battle.
The rule is simple: the moment five people say "I don't need it!" during the presentation, the presentation (i.e., the ad) ends immediately, no questions asked.
We want to fully showcase the product, but it's also essential to make it engaging by putting ourselves in the target audience's shoes.
Will any sponsor manage to keep the target audience riveted until the very end and complete their presentation?!
■Web Dentsu Inc. Column
ad-fusion (Ad Fusion) ~ Advertising becomes the main content!
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