Title | KARAOKE SOLUTION |
Brand | NIKKAN GENDAI |
Product / Service | DAILY GENDAI |
Category | A05. Alternative Media |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company: | DENTSU Tokyo, JAPAN |
DM/Advertising Agency: | DENTSU Tokyo, JAPAN |
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 |
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.
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.
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.
- 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.