KARAOKE SOLUTION

TitleKARAOKE SOLUTION
BrandNIKKAN GENDAI
Product / ServiceDAILY GENDAI
CategoryA05. Alternative Media
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
DM/Advertising Agency:DENTSU Tokyo, JAPAN

Credits

Name Company Position
SATOSHI UMEDA DENTSU INC. Creative Director, Copy Writer
MEGUMI SAKASHITA DENTSU INC. Creative Director
SHINTARO TAGASHIRA DENTSU INC. Art Director
TOMOKO KANNO DENTSU INC. Creative Producer
TAKAHARU KAWACHI KNET.Co.,Ltd. Designer
JIRO KODAMA Freelance Photographer
KOICHI FUJINO KINGRECORDS.Co.,Ltd. Music Producer
TADAYOSHI MIZUKAWA KINGRECORDS.Co.,Ltd. Music Producer
YOUSUKE WATANABE KINGRECORDS.Co.,Ltd. Music Producer
AKIRA SUZUKI Pict INC. Musicvideo Producer
SHINYA KAWAKAMI Pict INC. Musicvideo Director
YUICHI NAKAMURA Pict INC. Musicvideo Cameraman
SHUNTARO KIKUCHI DENTSU INC. Account Executive
TATSUYA OMOTANI DENTSU INC. Account Executive
KOH KIGAWA DENTSU INC. Account Planner
KEISUKE HASEGAWA DENTSU INC. Account Planner
HIROKI NODA DENTSU INC. Marketing Executive
AI FUJITA DENTSU INC. Marketing Planner
KOYAMA TORU TAKE ONE OFFICE.Co.,Ltd. Artist Management

The Brief

There are only two 'enjoyments after work' of salaried workers in Japan. One is to read tabloid newspaper. And the other is to drink and sing in karaoke. The sales of main tabloid newspaper 'Daily GENDAI' had fallen. Our goal was to increase sales within an only 5 million yen budget. For the solution, we used karaoke that was the other enjoyment as a media for communication. The number of karaoke room in Japan exceeds 128,000. It is the big media that nobody begins on yet.

Creative Execution

It was received as not advertisement but general information by use CD and karaoke as a media. As a result, the publicity was able to be obtained at a considerable speed. The experience to sing the song in karaoke built the bond which tie consumers and a Daily GENDAI. This leads consumers to buy newspaper more.

Describe the creative solution to the brief/objective.

A mere advertisement will not be effective this time. Therefore, we produced music 'Forget the Past, Seize the day.' and released a CD single, that is able to receive empathy from salaried workers and performed each measure. We set numerical targets for more than 10 times worth of media exposure from a limited budget and a 10 percent increase of Daily GENDAI's sales.

Results

- The sales of Daily GENDAI rose 15%. The lyric raises sympathy. And the replaced newspaper or logo enhanced its presence. - Over 50,000 salaried workers sang this song. - The released CD was ranked No.3 at Amazon. - 77 million yen worth of media exposure from a 5 million yen budget. (ROI : 1540%) TV programs, radio programs, magazines and more. - The measure of Daily GENDAI was occasionally published as news in other newspaper. From now on, it will become a standard to use karaoke as a media in the advertisement of the article for salaried workers.