THE JAPAN PILL-HARMONIC

TitleTHE JAPAN PILL-HARMONIC
ClientJAPAN PHILHARMONIC ORCHESTRA
Product / ServiceTHE JAPAN PILL-HARMONIC
CategoryA01. Best Use of Digital PR
EntrantI&S BBDO Tokyo, JAPAN
Entrant Company I&S BBDO Tokyo, JAPAN
Advertising Agency I&S BBDO Tokyo, JAPAN

The Campaign

For many, the classical music is “so distant that they don’t even bother listening,” which has financially distressed the Japan Philharmonic. To demonstrate why they should exist, we focused on the effect of classical music, which ‘tunes the human mind and body system.’ We ‘prescribed’ classical music data as ‘pills’ for each modern-day symptoms, such as love-sickness, bad health caused by stress. As a result, Japan Pill-Harmonic garnered a great amount of exposure to the general public through a wide range of media channels -- not only those related to music. We changed the music image from “noble culture” into “something essential” by focusing on its “function,” and so acquired new fans.

The Brief

The Japan Philharmonic orchestra has been seeking a new idea that will make people understand why the classical music should exist.

Results

The Japan Pill-Harmonic garnered a great amount of exposure to the general public through a wide range of media channels -- not only those related to music. We succeeded in making those who were less engaged in the classical music feel, not visualize, that the music offers the 'tunes just for themselves'. We changed the music image from “noble culture” into “something essential” by focusing on its “function,” and so acquired new fans. The Japan Pill-Harmonic turned pharmacies into the orchestra's new touch point with consumers.

Execution

We started prescribing the classical music as alternative medicine namely, Japan Pill-Harmonic. The 'pills' are actually classical music data, put in a small package that looks like an envelope for prescription drugs, and prescribed for each 'symptoms' as pills for sleeping, vitamin effects or stomachache. (For constipation, why it was selected for “The Japan Pill-Harmonic”: Brahms worked on the symphony for over 10 years, bringing it to completion finally with persistent efforts. The story behind could be linked with a situation for constipation which requires some efforts for relief of it.) People are healed by listening to the prescribed classical music data in chips with the device they prefer.

The Situation

The Japan Philharmonic has been distressed because more and more people are walking away from classical music. For many people, the classical music (orchestra) has become 'something that has nothing to do with them.' The orchestra has been seeking a new idea that will make people understand why the classical music should exist.

The Strategy

To demonstrate why they should exist, we focused on the effect of classical music, which ‘tunes the human mind and body system.’ We ‘prescribed’ classical music data as ‘pills’ for each modern-day symptoms, such as love-sickness, bad health caused by stress. Appeal why they should exist, to people who are less engaged in the classical music by letting them 'experience' that the music offers 'tunes just for themselves.

Credits

Name Company Position
Koji Onishi I/S Bbdo Strategic Planning Director
Peter Smyth I/S Bbdo Executive Planning Director
Haruhiko Ito I/S Bbdo Account Manager
Rina Tanaka I/S Bbdo Planner
Yukina Oshibe I/S Bbdo Planner
Tatsuro Kumaki I/S Bbdo Planner
Kenta Takagi I/S Bbdo Planner
Toshiharu Takahashi I/S Bbdo Planner
Rika Yamada I/S Bbdo Producer
Tatsuya Shimazaki I/S Bbdo Producer/Planner
Kenichiro Shigetomi I/S Bbdo Art Director/Designer
Shinichi Ikeda I/S Bbdo Creative Director/Copy Writer
Yoshihisa Ogata I/S Bbdo Executive Creative Director