Campaign details

Brand: Microsoft Azure, Microsoft HoloLens
Brand owner: Microsoft Japan Co. Ltd.
Lead agency: Momentum Worldwide
Contributing agencies: Picture Element Inc., Shirogumi Inc., Microsoft Co. Ltd., Nangok Software Co. Ltd.
Country: Japan
Industries: Information technology
Media channels: Events & experiential, Virtual & augmented reality
Budget: No budget

Executive summary

How do you resurrect the world's largest movie monster, in the world's largest city, with the world's most powerful holographic lens? Microsoft placed its business technology tools in the hands of the end user and connected them through popular culture as product demonstration.

Godzilla Nights was 'brand response as demonstration', combining fans' passion points, interactive role-playing, technology interfaces and theatre – all executed on the streets of Tokyo.

Market background and cultural context

The brand