1,000,000 GENKI SONG PROJECT

Title1,000,000 GENKI SONG PROJECT
ClientKIRIN HOLDINGS COMPANY
Product / ServiceKIRIN PLUS-I
CategoryA05. Best Use of Digital Media in a Direct Campaign
EntrantDAIKO ADVERTISING Tokyo, JAPAN
Entrant Company DAIKO ADVERTISING Tokyo, JAPAN
Advertising Agency DAIKO ADVERTISING Tokyo, JAPAN

The Brief

To collect the GENKI power of 1 million people to create a song and make Japan GENKI through that song. We collected words, photos, and dances that made people GENKI through our website and events. The collected words were used for the lyrics and the photos and dances for the music video. We called for the participation of 1 million people through various media. The number of participants reached 1 million , six months after the project started in March. The song was made into a CD and released nationwide. We held a special concert. The campaign ended in success.

Creative Execution

Kirin is a company that provides GENKI power through food and beverages. Kirin came up with a way to spread GENKI power throughout Japan, which had lost its GENKI power after the 2011 earthquake.

Describe the creative solution to the brief/objective.

The number of participants reached 1 million . This number continues to grow today. This is how a song made from 1 million people’s GENKI power was completed. The song was made into a CD and released nationwide. We held a special concert. The campaign ended in success. Kirin succeeded in increasing recognition as a brand that delivers GENKI power.

Results

The song was sold online and as a CD nationwide. We also held a special concert. Six months after starting the call for 1 million people, the number of participants reached 1 million. The number continues to increase and as of December, there have been 1,842,186 participants. Many people listened to the finished song and were given GENKI power. In this way, Kirin succeeded in increasing recognition as a brand that delivers GENKI power. It succeeded in raising its profile.

Credits

Name Company Position
Satoshi Takebe Music Composer
Etsuko Iwasaki Art Director
Kazuya Ogawa Production Producer
Naoki Sakata Daiko Advertising Inc. Account Executive
Kenichiro Sakamoto Daiko Advertising Inc. Account Executive
Minoru Sasaki Daiko Advertising Inc. Account Executive
Eiji Todate Daiko Advertising Inc. Planner
Kayo Okumura Daiko Advertising Inc. Copywriter
Haruyo Murata Daiko Advertising Inc. Art Director
Kazunari Tanaka Daiko Advertising Inc. Director
Taro Nakamura Daiko Advertising Inc. Chief Creative Officer