WISH I COULD BE TRUE TO MYSELF

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TitleWISH I COULD BE TRUE TO MYSELF
BrandSONY MUSIC ENTERTAINMENT
Product / ServiceJUJU FEAT. SPONTANIA
CategoryA07. Best Use of The Internet/New Media, Including Mobile Phones, PDAs etc.
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Advertising Agency:ROBOT COMMUNICATIONS Tokyo, JAPAN
Media Agency:DENTSU Tokyo, JAPAN

Credits

Credits

Name Company Position
Kishi/Yuki Dentsu Creative Director
Murai/Yosuke Dentsu Copywriter
Terasaki/Kei Dentsu Agency Producer
Tanaka. Tomoko Robot Communications Interactive Designer
Miki/Takahiro Stardust Music Director
Hourin/Hiroyuki Zig9 Cinematographer
Kishiro/Shinya Robot Communications Chief Film Producer
Kawasaki/Yasuhiro Robot Communications Film Producer

Results and Effectiveness

The campaign was splashed on newspaper front page on Dec 1st, 2008. Pair Movie is played total 400,000 times in one month. Its number is tremendously large as the Music Video's viewership on mobile phone. The song was downloaded on mobile and PC by 200,000 people in first week. The total number of download is 2,200,000 so far and is still increasing. More than 150,000 copies of CD were sold. The song “SUNAO NI NARETARA” has become her biggest hit.

Creative Execution

We developed a brand-new method of mobile movie which we named "Pair Movie". It is the world’s first mobile movie enjoyed by placing more than 2 cell phones side-by-side. We leveraged this technique for song promotion and have produced 5 Music Video which is made up of 5 episodes. The videos are streamed for free on the campaign website for only mobile.

Insights, Strategy and the Idea

Japanese singer-songwriter JUJU has released new single CD, "SUNAO NI NARETARA" for female teenagers and young women who are around twenties. Then we have got the mission from the client to develop the innovative mobile campaign to promote this song. In Japan, now the mobile devices has transformed from a mere communication tool for talking and e-mails, into the great entertainment provider with which allows you to enjoy music, movies and games. However, compared to music and games, most of the mobile movies are resized versions of current footages, lacking the contents "absolutely more interesting to watch on mobile devices". Under this circumstance, we have succeeded to develop an absolutely new style of Music Video which could be enjoyed only on mobile phones.