The Campaign

Objective 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.

Success of the Campaign

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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We designed COTO-TAMA upon an old Japanese saying “words have souls.” COTO-TAMA is a code comprised of 50 syllables with individual looks and souls. We developed a campaign around COTO-TAMA using widget, commerical, event, posters, cellphone content and goods. Widget we developed a digital 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. We also developed a system where you can transform cellphone messages into COTO-TAMA, 50 syllables with individual souls and send them to the outdoor vision. W executed an event where participants called in their wishes to complete the digital artwork.