Category: Best use or integration of music
Advertiser: SONY
Product/Service: MAKE.BELIEVE
Agency: PARTY
Agency: DENTSU
Agency: TAIYO KIKAKU
Agency: BASCULE
Media Agency: GOOMO, Tokyo, Tokyo, Tokyo, JAPAN, JAPAN, JAPAN
Media Agency: TBS VISION, Tokyo, Tokyo, Tokyo, JAPAN, JAPAN, JAPAN
Media Agency: RHIZOMATIKS, Tokyo, Tokyo, Tokyo, JAPAN, JAPAN, JAPAN
Creative Director/Technical Director: Masashi Kawamura/Qanta Shimizu/Hiroki Nakamura/Naoki Ito/Morihiro Harano
Director: Masashi Kawamura/Hirofumi Tsukamoto
Cinematographer: Koji Harada
Lighting Director: Kiyoshi Nakagawa
Set Designer: Etsuko Akiba/Magma/Toshiyuki Yashima
Technical Director: Daisuke Nakamura/Masami Onodera
Director/Digital Contents: Nobuo Hara
Art Director/Digital Contents: Yusuke Kitani/Sanako Ukon (Kaibutsu)
Web Director: Takayuki Watanabe
Device: Seiichi Saito/Motoi Ishibashi/Hiroyuki Hori/Kanta Horio/Tatsuya Motoki
Flash: Hiroshi Sawatari/Hiroyuki Mikami (Salvo)
Sound: Shojiro Nakaoka
Back-End System: Hironobu Oda/Seiki Nakayama(Fishgrove)
Technical Manager/TV: Koji Hasegawa
Advertiser's Supervisor: Takayuki Akiyoshi/Jun Shimoyamada/Zen Tachikawa
Account Manager: Ray Konishi/Yosuke Mamiya/Jun Ogawa/Misato Shimizu/Ichiro Fujita/Yoshiharu Taniz
Producer: Satoshi Takahashi/Yoichiro Kakuta/Masanori Shimizu/Hideya Takita
Production Manager: Sachie Aihara/Maiko Shimada/Chiho Araki
Production Assistant: Yasuhisa Osawa/Yosuke Maguchi/Naoki Moriyama
Project Manager: Motoko Shimizu
Media placement: Live Broadcasting TV Program On A Terrestrial Broadcasting - TV - 7th March 2012
Media placement: Application For The Smartphone And Tablet Devices - Android App - 21st Feb 2012
Media placement: PC Website - Website - 21st Feb 2012
Media placement: Live Streaming - Live Streaming - 7th Of March 2012
Media placement: YouTube - YouTube - 14th Of March 2012
Campaign Description
In Japan, terrestrial broadcasting is still quite popular and so the TV advertising market is still thriving. Because of this environment, a majority of the advertising on TV is commercials. Even sponsoring a program is not yet popular. Considering such a situation, it is not an easy challenge for an advertiser to take a lead in designing a TV show.
Effectiveness
2 weeks before the show, we announced the idea of creating the world’s first live interactive music video, and invited the audience to participate in a live broadcasted TV show. We chose to work with the Sony Music artists Karmin and create a video for their track, ‘Crash Your Party’. The audience were encouraged to download the ‘Dot Switch’ app to their smartphone and tablet devices, prior to the airing. As they were watching the show on TV, they were able to push the ‘Dot’ on the app, and the 13 machines on the set either crashed or failed depending on the total number of pushes, becoming a part of the music video. The names of participants appeared on the social board on set, and also as subtitles. The live broadcast was streamed on the site simultaneously, and people without smartphones were also able to join in via their browsers. The completed music video was shared on YouTube, which had an end credit with all the names of people that participated during the show.
Implementation
Our idea was to create the world’s first live interactive music video, by inviting the audience to participate in making a music video for Karmin, on a live broadcasting TV program. After the airing, the show was also edited into a music video, with the entire participants’ names listed in the end credits, to maintain the buzz and thank all the fans.
Outcome
More than 20,000 people have participated in this program from the app and website, and the over 7m pushes were recorded.
Among the 13 machines, 11 of them were successfully activated and 2 of them failed, which actually added authenticity to the live show.
As a result, the program has generated huge amount of publicity equivalent to ¥130m. Also those engaged with the campaign showed the willingness to recommend the Sony Brand by 20% more than those without, and successfully revitalised the Sony brand.
So far, the completed music video has gained over a 100,000 views on YouTube.