Iida: SINGING TWEET

Credits & Description:

Category: Best Music/Sound Design

Advertiser: KDDI CORPORATION

Product/Service: IIDA

Agency: GROUND

Agency: PROJECTOR

Date of First Appearance: Mar 18 2010 12:00AM

Entrant Company: GROUND, Tokyo, JAPAN

Entry URL: http://www.ground-tokyo.com/awards/2010/CANNES/ST_02.html

Executive Creative Director: Satoshi Takamatsu (Ground)

Creative Director/Planner: Koichiro Tanaka (Projector)

Director/Planner: Izumi Horio (IMG SRC)

Technical Director/Planner: Qanta Shimizu (IMG SRC)

Technical Director/Flash Engineer/HTML Engineer: Taku Ichihara (IMG SRC)

Art Director/Designer: Takayuki Sugihara (Roughark Interaktiv)

Art Director/Designer: Atsushi Fujimaki (IMG SRC)

Project Manager: Tatsuhiko Akutsu　 (IMG SRC)

System Engineer: Hiroyuki Hanai (S2Factory)

Planner: Shimpei Oshima (Projector)

Producer: Tatsuaki Ashikaga (IMG SRC)

HTML Engineer/Designer: Aya Tominaga (IMG SRC)

System Engineer: Koichi Arakawa (S2Factory)

System Engineer: Takuho Yoshizu (S2Factory)

System Engineer: Jun Kuriyama (S2Factory)

Music: Kuchiroro (LLP10℃)

Flash Engineer: Teruo Nakanishi　 (IMG SRC)

Flash Engineer: Yuichiro Katsume　 (IMG SRC)



English Synopsis

Brief (Objective) ・
iida is a Japanese mobile phone brand that highly values design and sensibility. In order to get in touch with users of other mobile phone brands, we decided to provide a highly entertaining communication tool rather than pushing advertising.
That is why we created a communication tool that lets people tweet in 17 characters. An extremely short tweet. But each tweet is comes with a melody.
Singing tweet campaign – a new form of communication that uses music as the vehicle.
・Challenge・
Singing tweet is, in a way, a twitter application that lets you easily share your singing tweet via your twitter feed.
Your followers will be able to see your 17-mora tweets and the link to the singing tweet.
Click and listen to the singing tweet.
You can also reply to it, too.
What's more, if you go to the official website, you can also play the singing tweets created by other users back-to-back. Singing tweet also released an application compatible with MIXI, the largest SNS (social network site) in Japan. Friends on MIXI can send musical messages to one another.
・Results・
Singing tweets became an immediate hit, and as of April more than 200,000 songs have been generated. Analysis of access indicates that over 60% of users that have had a go at creating singing tweets have also visited iida's official website. Singing tweet is a completely new, branded SNS that uses music as the vehicle of communication.