| Title | THE BROAD BAND VOCAL AUDITION |
| Brand | KYUSHU ELECTRIC POWER |
| Product / Service | BBIQ |
| Category | C01. Best Use of Mixed Media |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| Media Agency: | DENTSU Tokyo, JAPAN |
Credits | |
| Name | Company | Position |
|---|---|---|
| Shigeki Okuyama | Kyushu Electric Power | Client Supervisor |
| Naoto Oiwa | Dentsu | Creative Director |
| Takaharu Mamiya | Dentsu | Copywriter |
| Shinya Seino | Dentsu | Art Director |
| Yuta Sejima | Dentsu | Art Director |
| Takashi Omori | Dentsu | Agency Producer |
| Masaki Nishimura | Dentsu Kyushu | Account Exective |
| Mitsugu Ishida | Piramid Film Quadra | Producer |
| Shiro Fukuo | Piramid Film Quadra | Film Director |
| Shota Hokama | Piramid Film Quadra | Film Producer |
| Jun Ishikawa | Piramid Film Quadra | Production Manager |
| Mariko Sawano | Piramid Film Quadra | Production Manager |
| Tsuyoshi Tawarada | Dentsu Kyushu | Account Exective |
| Takayuki Sugihara | Roughark Interaktiv | Interactive Designer |
| Yoko Takada | Daiichikosho | Information Architect |
| Kieko Imano | Daiichikosho | Information Architect |
| Nobuhiro Funaki | Free-lance | Programmer |
| Nori | Togoru Company | Programmer |
| Nagi Sasaki | Nagi | Technical Derector |
| Chie Ozeki | Nagi | Programmer |
The results of the campaign were remarkable. Total entries:480 BBIQ Subscribers: 32% increase The innovative concept of this campaign helped draw attention on news sites, blogs and TV programs and helped to advance the image of BBIQ.
Our team decided to try working with a new broadband capability that we call "KARAOKE + WEB". Using the concept of "BBIQ makes you come true". This platform created a space for open auditions to take place. Thanks to this space, users could make their singing debuts. Entries for the audition were made from KARAOKE rooms nationwide. Entered songs were then posted on the website, so that they could be later judged by PC users. Contestants submitted portrait photos of themselves when they registered. Our team then utilized "motion portrait" technology to allow these contestants to create their original promotion videos.
The product at hand was BBIQ, a provider optical broadband service covering the Kyusyu region of Japan. Our challenge was to improve BBIQ's image as an innovator. To achieve this, BBIQ first needed to reevaluate all the capabilities that broadband has to offer.