| Title | BROADCAST |
| Brand | KDDI CORPORATION |
| Product / Service | IIDA MOBILE PHONE |
| Category | B02. Consumer Products |
| Entrant | GROUND Tokyo, JAPAN |
| Entrant Company: | GROUND Tokyo, JAPAN |
| Advertising Agency: | GROUND Tokyo, JAPAN |
| 2nd Advertising Agency: | DENTSU Tokyo, JAPAN |
Credits | |
| Name | Company | Position |
|---|---|---|
| Satoshi Takamatsu | ground | Creative Director |
| Yugo Nakamura | tha ltd. | Art Director |
| Satoshi Takamatsu | ground | Planner |
| Yugo Nakamura | tha ltd. | Planner |
| Satoshi Takamatsu | ground | Copywriter |
| Sohei Kitada | tha ltd. | Designer/Programmer/Video Editor |
| Hiroaki Nakane | ROBOT COMMUNICATIONS INC. | Producer |
| Masaki Mtsumoto | ROBOT COMMUNICATIONS INC. | Project Manager |
| Toshiyuki Terauchi | Photographer | |
| Takeshi Kamasuga | Lighting | |
| Masaki Yanai | ROBOT COMMUNICATIONS INC | CG Producer |
| Koji Mito | aiin CO.,Inc. | Mixer |
| Taeji Sawai | Qosmo Inc. | Music |
| Tadaaki Motoi | MTV Japan Inc. | Casting Producer |
| Kojiro Nagai | MTV Japan Inc. | Casting Producer |
As of March 2010, 6 artists have made an appearance. The traffic on the iida official website has clearly risen because the campaign has attracted artists' fans and also due to buzz on the web. And the freshness of the top page of iida's official website is being kept in tact.
Websites that already boast high access have value as mass media regardless of whether such sites provide information about commercial products. That's why we decided to reposition iida's top page as a TV channel. Broadcasts are comprised of programs and commercials. iida broadcast, too, is comprised of 20 second video clips of artists' performances and 5 second iida commercials. These 2 types of content are completely separated time-wise. Therefore, appearing in the 'programs' is different from appearing in 'commercials' so appearance fees were unnecessary.We proposed this business scheme to our client, and continued to negotiate with artists, record companies, and intellectual property organizations. In the end, these entities agreed to 'regard top pages of corporate website much in the same way as they do TV channels'. What is possible on TV is now also possible on websites.
Actually, the traffic on iida's website far surpassed the viewership on some cable TV channels. That's why we decided to reposition iida's top page as a TV channel. Websites with great traffic should no longer be considered narrowcasts; they have audience and impact worthy of being called broadcasts. What is possible on TV is now also possible on websites.