The Campaign

It is difficult for people in Japan, due to the language barrier and physical distance, to experience the live performance of a globally active artist. For the fans, that this widely popular group in Japan was taking its first step on the global stage was a joyous occasion, but at the same was viewed a little ruefully as the chances of seeing their performance live was reduced.

Results

Phase 1: June 6, 2013 (two weeks prior to Perfume’s performance at Cannes Lions). An announcement was made that Perfume was to take the stage at the Cannes Lions International Creativity Festival. At the same time, a teaser site was disclosed. Thanks to a massive number of hashtag #perfume_um messages expressing mounting enthusiasm amongst the fans, the 3D scanned images of the Perfume members were gradually revealed. The number of tweets reached 30,000 in six days, allowing the 3D data to become downloadable. Phase 2: June 13, 2013 (one week prior to Perfume’s performance at Cannes Lions). The website for the actual performance is announced. To support the group’s introduction on the global stage, the fans in Japan were provided a special drawing tool designed specifically for this project. This sticker-type tool, used within a special programming environment, allowed even the novice to create animations with ease. Thus users were able to create a costume movie that could be projected on the 3D models. The designs created by the users became downloadable along the trio’s 3D scanned data. Phase 3: June 20, 2013. Cannes Lions The tweets and drawings by the fans for the past two weeks took center stage along with the performance of Perfume at Lions Live. Metaphorically, the fans stood together with the artist on the global stage.

The news of Perfume, the enthusiastically acclaimed music group in Japan, performing on the European stage for the first time in Cannes Lions was widely reported on by the Japanese media. Simultaneous with the release of this news, an announcement was made regarding a website in support of the performance, to where a vast number of fans visited.

In a span of one week: ・more than 30,000 tweets were sent. ・the promotional video at the project site recorded more than 210,000 views. ・more than 5,000 animations were created. ・the performance won first place in the Lions Live popularity vote, and Perfume obtained the rights to stream their performance live on YouTube. The performance on YouTube recorded over 1,000,000 views; and the event received worldwide media attention.