The Brief

The objective was to draw tech-savy young people’s attention to digital art and have them come to Digital Art Festival Tokyo 2008. Our biggest challenge was how to communicate with young people that tend to block out traditional advertisement and gather information from social networking services and blogs. And at the same time, draw them into the world of digital art.

Creative Execution

Those highly sensitive to digital technology tend to block out traditional advertisement and gather information from social networking services and blogs. We developed “COTO-TAMA” in order to have them come to Digital Art Festival. Messages that are usually only in form of digitally typed words or digitally recorded messages, were in the form of 50 syllables with individual souls. Users communicate with each other through this widget and naturally created a community of digital art fans. At the same time, we used this widget as a direct marketing tool to convey messages to our target.

Describe the creative solution to the brief/objective.

In order to attract tech-savey young people, we developed a digital art widget “COTO-TAMA” that allowed you to communicate with other through codes messages. The code is 50 syllables with individual souls. We designed the widget so our target would want to keep in on their desktops at all times and by having them do so, it acted as a direct marketing tool where the organizers of the event can send messages anytime they wanted.

Results

COTO-TAMA widget was the no.1 downloaded widget in Adobe Air Gallery in just 20 days. By creating fans of COTO-TAMA, we succeeded in jacking our target’s desktops which created a new community of digital art fans. As a result, the number of people who went to Digital Art Festival Tokyo 2008 increased by 25% compared to the previous year.