| Title | ICONIQ UNKNOWN |
| Brand | AVEX MANAGEMENT |
| Product / Service | ICONIQ |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | GROUND Tokyo, JAPAN |
| Entrant Company: | GROUND Tokyo, JAPAN |
| Advertising Agency: | GROUND Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Satoshi Takamatsu | Ground | Creative Director |
| Kimihiro Takeishi | Ground | Producer/Director |
| Yusuke Saito | Design69 | Art Director |
| Matsuo Shinsuke | Design69 | Web Director |
| Kota Ninomiya | Cyber Agent | Technical Producer/Director |
| Atsushi Nakahashi | Cyber Agent | Technical Producer/Director |
| Ichiro nazuka | ©Toppan Printing | Technical engineer |
| Zhang Ping | ©Toppan Printing | Technical engineer |
| Masayuki Nakazato | ©Toppan Printing | Technical engineer |
| Mitome Toru | stream.inc | Space Director |
| Sato Mami | stream.inc | Space Assistant Director |
| Hirato Mie | stream.inc | Space Assistant Director |
| Hirofumi Kuwabara | Max Produce | Event Chief Producer |
| Toshiaki Kikuchi | Max Produce | Event Producer |
| Tajima Kazunali | Mild | Photographer |
| Kasai Chikashi/Yasunari Kikuma | Mild | Photographer |
| Toshio Takeda | Mild | Stylist |
| Tohda Tappei | Assistant Photographer | |
| Chiharu dodo | Kiki | Stylist |
| Shinji Konishi | Kiki | Hair & Make Up |
| Hirokazu Niwa | Maroonbland | Hair & Make Up |
| Abe | M0 | Hair Styling |
| Yuki | M0 | Make Up |
| Tomoyuki Ashinuma | Robot | Producer |
| Takayuki Kamitani | Robot | Production Concierge |
| Ado Ishino | Text | |
| ICONIQ | avex management | Model |
This unique exhibition with the innovative system created an O2O2O (Offline to Online to Offline) effect. Visitors share information onto SNS, SNS-users who see it go to the exhibition, and share it to their accounts. As a result, within one week the information was shared to 15 million people with supportive opinions. ICONIQ’s name appeared on “uprising search-keywords” on popular search engines in Japan, and the website gained 440.000 viewers, that is,100 times more than the average of ICONIQ’s official website. Today, ICONIQ is working with fashion brands, model of hair stylists/modeling contests, and expanding her activities as a fashion icon.
We focused on the artists’ visual, and asked photographers to take photos, and made a website where these could be seen/shared onto SNS. However, we realized that the audience is limited through online, so we planned a photo exhibition in Harajuku, where many influential people within fashion gather. We conducted the world’s first exhibition where visitors can simply touch their favorite photo and send the data onto SNS and share with others. Visitors received a device and registered their own Twitter/Facebook account information, and if they find their favorite, they can touch/scan it on the “NFC Ready Device”. By doing so, the information about the exhibition, website, and photo could be shared on SNS. It was the first time ever to engineer and put in action of a system where you can share specific information of the physical to virtual, and the photo data can be downloaded in high resolution.
The client wanted ICONIQ to be a fashion icon of the 20s-30s. She already had tie-ups with famous cosmetic makers and mass communication to challenge the task, and they had gained over 50% recognition from 20s-30s about the artist, but unfortunately not with much support and understanding as a fashion icon. With this situation in mind, we focused on involving the targets into the process of concreting the artist as a fashion icon by using SNS, where information is constantly passed along to others. We wanted to execute a plan that gained positive support from the target audience as “ICONIQ is cool, beautiful, fashionable”, and by that being shared onto SNS, we believed that it would lead to ICONIQ being recognized as a fashion icon.