Sony Music Entertainment: Wish I Could Be True To Myself

Credits & Description:

Type of Entry: Use of Media
Category: Best Use of Other Digital Media including mobile devices
Title: WISH I COULD BE TRUE TO MYSELF
Advertiser/Client: SONY MUSIC ASSOCIATED RECORDS
Product/Service: JUJU FEAT. SPONTANIA
Entrant Company: DENTSU Tokyo, JAPAN
Advertising Agency: DENTSU Tokyo, JAPAN
2nd Advertising Agency: ROBOT COMMUNICATIONS Tokyo, JAPAN
Creative Credits
Name Company Position
Kishi/Yuki Dentsu Creative Director
Murai/Yosuke Dentsu Copywriter
Terasaki/Kei Dentsu Agency Producer
Tanaka. Tomoko Robot Communications Interactive Designer
Miki/Takahiro Stardust Music Director
Hourin/Hiroyuki Zig9 Ltd. Cinematographer
Kishiro/Shinya Robot Communications Chief Film Producer
Kawasaki/Yasuhiro Robot Communications Film Producer
Details
Results and Effectiveness:
The campaign was splashed on a newspaper front page on Dec 1st, 2008. Pair Movie is played total 400,000 times in one month. Its number is tremendously large as the Music Video's viewership on mobile phone. The song was downloaded on mobile and PC by 200,000 people in first week. The total number of downloads is 2,200,000 so far and is still increasing. More than 150,000 copies of the CD were sold. The song “SUNAO NI NARETARA” has become her biggest hit.
Creative Execution:
We developed a brand-new method of mobile movie which was named "Pair Movie". It is the world’s first mobile movie enjoyed by placing more than 2 cell phones side-by-side. We leveraged this technique for song promotion and have produced 5 Music Video whichs are made up of 5 episodes. The videos are streamed for free on the campaign website only for mobile.
Insights, Strategy and the Idea:
Japanese singer-songwriter JUJU has released new single CD, "SUNAO NI NARETARA" for female teenagers and young women who are around their twenties. Then we have got the mission from the client to develop the innovative mobile campaign to promote this song. In Japan, now the mobile devices has transformed from a mere communication tool for talking and e-mails, into the great entertainment provider which allows you to enjoy music, movies and games. However, compared to music and games, most of the mobile movies are resized versions of current footages, lacking the contents "absolutely more interesting to watch on mobile devices". Under this circumstance, we have succeeded to develop an absolutely new style of Music Video which could be enjoyed only on mobile phones.