The Campaign

We created the interactive music video, which expresses to enjoy customizing with coordination of an air-conditioner and interior design depending on own favors. We expanded the idea and value of selecting an air-conditioner by its design, which is the Kirigamine Style by utilizing the music video, which is the contents talked about through the Internet by the targets very much.

Creative Execution

First, we uploaded the video on YouTube that shows the air-conditioner against the room colored green with our collaboration with one of our top group musicians, Tokyo Ska Paradise Orchestra. When the viewers visit to the special website for this purpose, they are able to enjoy with coordinating this room with the green background the way they want. As a result, they are able to share the music video they created at this site. Instead of using any paid media? we successfully expanded this information through this group of musician themselves and the contact channel of their fun community.

This new strategy allowed us to reach to the target group, who concerns about the products with high sense of design, by being informed through the entertainment industries and the music industries. Usually, these industries do not have a deal with any information of air-conditioners. Successfully, we were able to provide the information which was the worth of about 1.2 hundred million yen as an advertisement through the web news mainly. Also, we found about 5000 kinds of interior decoration were shared through the SNS. We figured out the popular coordination through them, and placed on sale as the music video with the collaboration with this musician. The information has been expanding still.

Instead of delivering the message of brand unilaterally as an advertisement, we provided the interactive music video that allows users themselves enjoying the value of “Blending with Interior”, which is the idea of this brand. Moreover, the official music video was prepared by utilizing the interior coordination prepared by users through their experience. This helped to expand the value of brand by the collaboration with users.

Instead of convincing the customers by explaining the functions of air-conditioners, which is the mainly accepted as an advertisement, we placed our key point to expand the information by the targets that we successfully connected by using the artist who is supported by these target people. These group of people are interesting to culture environment so they showed their interests toward interior decoration and design.