Title | COTO-TAMA |
Brand | NHK ENTERPRISES |
Product / Service | DIGITAL ART FESTIVAL TOKYO 2008 |
Category | A07. Best Use of The Internet/New Media, Including Mobile Phones, PDAs etc. |
Entrant | HAKUHODO Tokyo, JAPAN |
Entrant Company: | HAKUHODO Tokyo, JAPAN |
Advertising Agency: | HAKUHODO Tokyo, JAPAN |
Credits |
Name | Company | Position |
---|---|---|
Tsubasa Oyagi | Hakuhodo | Creative Director/Copywriter |
Seiichi Okura | Hakuhodo | Creative Director/Interactive Planner |
Koichi Kosugi | Hakuhodo | Art Director |
Shoko Akutagawa | Hakuhodo | Creaticve Producer |
Toru Suzuki | Pyramid Film Quadra | Producer |
You Kamihiro | Pyramid Film Quadra | Interactive Designer |
Hideyuki Aida | Pyramid Film Quadra | System Engineer |
Hajime Watanabe | Pyramid Film Quadra | Production Manager |
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.
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.
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.