NTT DoCoMo: NTT DoCoMo

Credits & Description:

Brand NTT
Entrant DENTSU INC. TOKYO
DENTSU INC. Tokyo, Japan Entrant Company
DENTSU INC. Tokyo, Japan Idea Creation
ELEVENPLAY Tokyo, Japan Production
RHIZOMATIKS Tokyo, Japan Production
P.I.C.S Tokyo, Japan Production
DENTSU TEC Tokyo, Japan Production
NIPPON TELEGRAPH AND TELEPHONE CORPORATION Kanagawa, Japan Production
NTT DOCOMO Tokyo, Japan Additional Company
NTT TECHNOCROSS CORPORATION Tokyo, Japan Additional Company
NTT ADVANCED TECHNOLOGY CORPORATION Kanagawa, Japan Additional Company
SHINESOFT Tokyo, Japan Additional Company
HEART SOFT Kanagawa, Japan Additional Company
Global Ace Tokyo, JAPAN Additional Company
Vision Bridge Tokyo, JAPAN Additional Company
AMUSE Tokyo, Japan Additional Company
UNIVERSAL MUSIC Tokyo, Japan Additional Company
DENTSU MUSIC Tokyo, Japan Additional Company
DENTSU CREATIVE FORCE Tokyo, Japan Additional Company
DENTSU CREATIVE X INC. Tokyo, Japan Additional Company
DENTSU LIVE INC. Tokyo, Japan Additional Company
J.C. SPARK Tokyo, Japan Additional Company
MT. MELVIL Culver City, USA Additional Company
THE GOOD FILM COMPANY London, United Kingdom Additional Company
+RING Tokyo, Japan Additional Company
Quino Grafix Tokyo, JAPAN Additional Company
AT LINKAGE INC. Tokyo, Japan Additional Company
TAKUMI ONKYO Tokyo, JAPAN Additional Company
SWISH JAPAN Tokyo, JAPAN Additional Company
TOKYO SOUND PRODUCTION JAPAN Additional Company
TO GO Tokyo, JAPAN Additional Company
BOATMAN JAPAN Additional Company
SHIMIZU OCTO Tokyo, JAPAN Additional Company
Synopsis
NTT DoCoMo plans to commercially operationalize next-generation 5G mobile communications by 2020 and is promoting 5G’s high speed, large capacity and low latency.
Outcome
Over 150,000 people watched the show live, while the archived footage reached 500,000 views only one week after release. It aired eight times on three popular Japanese informational TV programs, got coverage from over 100 online media outlets, appeared at the top of Japan's most viewed news web site, and stirred a huge response on social media.
Execution
Ten days before release, we posted banner ads online, outdoor ads at train stations in four popular Tokyo locations, and ads in train cars on 32 rail lines, and we informed the media in advance. On social media, we posted a countdown beginning one week beforehand to invite users to the project website. Starting at 9 p.m. on November 8, we streamed live on the project website.
Campaign Description
The next-generation "5G" service which will be put into practical use in 2020 by NTT DoCoMo.
This experimental project demonstrates its speed, capacity and low latency of “5G” technology.
It was performed by “Perfume”, the group always being on the leading edge of techno pop.?They have always been together on the stage since they formed the group.
The three girls performed on different stages for the first time in 17 years.
TOKYO, NY, LONDON.
Connecting three places over 10,000 km apart from each other, the communications technology combines three respective performances into one without time lag.