MAKE TV

TitleMAKE TV
BrandSONY
Product / ServiceMAKE.BELIEVE
CategoryA01. Best Use of Screens
EntrantPARTY Tokyo, JAPAN
Entrant Company:PARTY Tokyo, JAPAN
Advertising Agency:PARTY Tokyo, JAPAN
2nd Advertising Agency:DENTSU Tokyo, JAPAN

Credits

Name Position
Masashi Kawamura/Qanta Shimizu/Hiroki Nakamura/Naoki Ito/Morihiro Harano Creative Director/Technical Director
Masashi Kawamura/Hirofumi Tsukamoto Director
Koji Harada Cinematographer
Kiyoshi Nakagawa Lighting Director
Etsuko Akiba/Magma/Toshiyuki Yashima Set Designer
Daisuke Nakamura/Masami Onodera Technical Director
Nobuo Hara Director/Digital Contents
Yusuke Kitani/Sanako Ukon (Kaibutsu) Art Director/Digital Contents
Takayuki Watanabe Web Director
Seiichi Saito/Motoi Ishibashi/Hiroyuki Hori/Kanta Horio/Tatsuya Motoki Device
Hiroshi Sawatari/Hiroyuki Mikami (Salvo) Flash
Shojiro Nakaoka Sound
Hironobu Oda/Seiki Nakayama (Fishgrove) Back-End System
Koji Hasegawa Technical Manager/Tv
Takayuki Akiyoshi/Jun Shimoyamada/Zen Tachikawa Advertiser's Supervisor
Ray Konishi/Yosuke Mamiya/Jun Ogawa/Misato Shimizu/Ichiro Fujita/Yoshiharu Taniz Account Manager
Satoshi Takahashi/Yoichiro Kakuta/Masanori Shimizu/Hideya Takita Producer
Sachie Aihara/Maiko Shimada/Chiho Araki Production Manager
Yasuhisa Osawa/Yosuke Maguchi/Naoki Moriyama Production Assistant
Motoko Shimizu Project Manager

Results and Effectiveness

More than twenty thousand people have participated in this program from the app and website, and the total of over seven million pushes were recorded. Among the 13 machines, 11 of them were successfully activated, and 2 of them failed, which actually added authenticity to the live show. As a result, the program has generated huge amount of publicity which was equivalent to 130 million yen. Also those engaged with the campaign showed the willingness to recommend the Sony Brand. So far, the completed music video has gained over hundred thousand views on YouTube.

Creative Execution

Our idea was to create the world's first 'live interactive TV show,' where the audience can participate in creating a music video for the Sony Music Artist 'Karmin' on live broadcast. People were encouraged to download the 'Dot Switch' app to their smartphone and tablet devices, prior to the airing. As they watched the show on TV, they were able to push the 'Dot' on the app, and the 13 machines on the set either 'Crashed' or 'Failed' depending on the total number of pushes. The names of participants appeared on the 'Social Board' in the set and site simultaneously, and people without smartphones were also able to join in from their browsers. The completed music video was shared on YouTube, which had an end credit with all the names of people that participated during the show.

Insights, Strategy and the Idea

The objective was to create a brand campaign to raise awareness of Sony's corporate slogan 'make.believe'. The brief was to communicate that Sony is a '. (dot)' connecting make and believe, and also a connector that bridges entertainment and electronics. Our strategy was to: 1. connect multiple screens, such as TV, Tablet and Smartphone 2. create a new branded entertainment invite the target audiences to participate in the experience. The Big Idea: 'Live Interactive Music Video'.