The Brief

The shared goal of Google and music software company Crypton for this direct campaign was to encourage people to participate in creativity on the Web. The target audience is anyone who has the desire to express his/her own creativity through music, illustrations, animations, etc. By appealing to the general public creative possibilities for the future of the Web, the strategy of the campaign was to create not a single content, but a culture which generates infinite branded content.

Creative Execution

To innovate the Web by demonstrating not new technologies, but a new digital culture. We found a messenger, virtual singer “Hatsune Miku,” by Crypton, is a software that sings whatever melodies and lyrics inputted. Around Miku, there is an unique people-driven culture--- a song leads to an illustration, and then a 3D animation is created--- forming a creative chain.

Describe the creative solution to the brief/objective.

The projected response rates was 0.7 million views of the film, and 2 million views of creations inspired by the film. In order to achieve the goal of encouraging more people to create on the Web, we showed that Hatsune Miku, a virtual singer (music software), is backed by millions of creators. By making a video that consolidates the users of the software and their works, along with a song that is an anthem for creative freedom. The result was 5-times more than the numbers set for the initial goals.

Results

The result is the following: Media coverage in 40 countries. US$25 million worth of free publicity. Distribution of the anthem to 216 countries. Number 1 on both iTunes overall chart and Amazon. 3.5 million YouTube views of the symbolic film. On top of that, the film and anthem inspired a large body of fan-made derivative works, and received more than 10 million total views.10 million views of peoples' creations inspired by the film. 3.5 million views of the film. 25 million dollars worth of free publicity. Anthem hit as No.1 on both iTunes overall chart and Amazon in Japan. The projected response rates was 0.7 million views of the film, and 2 million views of creations inspired by the film. In order to achieve the goal of encouraging more people to create on the Web, we showed that Hatsune Miku, a virtual singer (music software), is backed by millions of creators. By making a video that consolidates the users of the software and their works, along with a song that is an anthem for creative freedom. The result was 5-times more than the numbers set for the initial goals.