Since the onset of the COVID-19 pandemic, the Metaverse has emerged globally as a new way for people to connect and explore possibilities. Yet in Japan, adoption remained limited. Most mainstream platforms were not localized for Japanese users, leaving the Metaverse as a distant, abstract concept for much of the population.

Recognizing this gap, KDDI set out to pioneer a Japan-first Metaverse platform. The result was αU (pronounced as: Alpha U)—a bold initiative to build the infrastructure needed to drive nationwide understanding and adoption of the Metaverse.

With the launch of αU, our team at WPP Japan was tasked with creating a campaign to achieve three key objectives: 1) Educate the public on the Metaverse and its potential. 2) Showcase the opportunities the Metaverse opens for both individuals and businesses in Japan. 3) Reinforce αU and KDDI’s brand image as forward-thinking innovators.

When the creative team at WPP Japan was first approached, the PR team at KDDI anticipated a traditional launch campaign—a press conference supported by a standard mix of out-of-home (OOH) media and digital creatives.

However, after reviewing the brief, it became clear that a conventional approach would fall short of the client’s ambitions. For most people in Japan—both individuals and businesses—the Metaverse remained an unfamiliar and abstract concept. A typical press event risked generating limited engagement and failing to spark the curiosity needed to drive adoption.

Instead of following the expected path, our team proposed a hands-on, experiential strategy: a nationwide exhibition where audiences could directly see, touch, and experience the possibilities of the Metaverse. This idea evolved into αU Spring Week 2023—a seven-day, multi-location exhibition that invited both the general public and business leaders to explore αU firsthand.

With the client’s approval of our proposal, new creative opportunities emerged for our team. Each exhibition site across Shibuya presented a chance to immerse visitors in a different world—each uniquely αU—mirroring the experience of exploring multiple worlds within the αU Metaverse itself.

To bring this concept to life, we divided the selected locations—TRUNK Hotel (also hosting the press conference), Shibuya Hz (the primary exhibition venue), Shibuya Dragon Gate, and Shibuya ZERO GATE (dedicated to a special collaboration with KAMITSUBAKI STUDIO)—into distinct thematic experiences. Each site was designed to reflect a specific αU Metaverse service and its corresponding “world,” creating a rich narrative journey for visitors.

Alongside this spatial categorization, our creative team developed a comprehensive suite of visual assets in partnership with our collaborators. These assets established a unified brand language across all venues while allowing each “world” to maintain its own identity through subtle design variations—expressed through static visuals, motion graphics, and environmental motifs that balanced cohesion with individuality.

Alongside the assets created specifically for the exhibitions, our team also developed a suite of supporting materials centered on a playful “Speech Bubble” motif. This visual device served as a unifying element across multiple touchpoints—from the press conference to teasing campaigns such as OOH billboards.

For the press event, we produced video content introducing key αU services, including αU Place (designed for business applications) and αU Live (focused on entertainment experiences). The Speech Bubble motif carried through every piece, becoming a central creative thread and playing a starring role in the official αU launch movie, where it symbolized conversation, connection, and the limitless possibilities of the Metaverse.

Overall, αU Spring Week 2023 proved to be a resounding success, attracting widespread media attention far beyond the technology sector. Throughout the seven-day event, KDDI successfully heightened public interest in the Metaverse while firmly positioning αU as Japan’s leading homegrown Metaverse platform.

The momentum generated by this launch not only advanced KDDI’s vision for a Japan-first Metaverse but also laid the foundation for a global partnership between WPP and KDDI, strengthening collaboration and opening new opportunities for future initiatives.

Building on the success of αU Spring Week 2023, our team at WPP Japan was invited once again in October 2023 to collaborate with the creators of Virtual Shibuya—the acclaimed digital event space that rose to prominence during the pandemic. The goal was to bring the Metaverse and αU back into the spotlight through a fresh, seasonal activation.

Following the launch of new αU services, we adapted the Spring Week concept to fit Virtual Shibuya’s Halloween 2023 theme, creating an experience that celebrated both the playful spirit of Halloween and the limitless potential of the Metaverse.

Although more compact in scale than Spring Week, αU Autumn 2023 successfully reignited public interest, drawing significant attention to the evolving αU platform and reinforcing KDDI’s position as a pioneer in Japan’s Metaverse landscape.

Great products are never built in isolation. Behind every successful launch is a team of talented individuals whose expertise, creativity, and collaboration bring bold ideas to life. I’m deeply grateful to everyone who contributed to the launch of αU—from the dedicated project members to our invaluable partners.

This achievement stands as a testament to your commitment, vision, and relentless effort, and it simply would not have been possible without each of you.