FACT 15TH ANNIVERSARY WEB MUSIC VIDEO

TitleFACT 15TH ANNIVERSARY WEB MUSIC VIDEO
BrandAVEX ENTERTAINMENT
Product / ServiceMUSIC ARTIST
CategoryA07. Use of Digital in a Media Campaign
EntrantEPOCH Tokyo, JAPAN
Entrant Company EPOCH Tokyo, JAPAN
Advertising Agency EPOCH Tokyo, JAPAN
Media Agency EPOCH Tokyo, JAPAN

Credits

Name Company Position
Kouhei Takeda OKNACK FILMS Movie Producer
Shujiro Ishizawa EPOCH Inc. Web/Vfx Producer/Planner
Ikioi Movie Director/Planner
Wataru Sasaki EPOCH Inc. Web Director/Planner
Tomohisa Inami SONICJAM Tokyo Designer
Shunjiro Miyauchi Flash Development
Nobuaki Imura Cinematographer
Keino Kouji Lighting Director
Yasuyuki Yoshida Vfx
Shingo Vfx
Imagica Online Editor
Anaki Tanuma Sonicjam Tokyo Project Management

Results and Effectiveness

The video gained significant attention on SNS sites, and was widely shared. Not only were current fan relationships cemented, but new relationships were formed and the new album was promoted. Fans were heavily involved in spreading the promotion, and this had a significant impact on sales and awareness. Number of SNS shares:Approx. 11,000(Only URL hits) WEB MUSIC VIDEO plays:Approx. 160,000 Total YouTube video plays:Approx. 340,000 Album sales:Approx. 30,000 copies Downloads:Approx. 5,000

Creative Execution

Several videos were used, with the band featuring heavily. The initial videos were simple, but designed to drive user curiosity and speculation. The "normal" music video was intentionally simple, with several mysterious elements. This tricked fans into thinking the campaign had ended, helping to create more confusion. Finally, the end "Web Music Video" used Flash to make a whole site into a video. While the video started as a "normal" video, it used 4th wall breaking techniques to surprise the audience. Youtube was used to upload initial videos, which were spread through SNS. Then a teaser site was set up which allowed these videos to be synced. Finally, a reveal site was used to bring all the elements of the campaign together. The use of SNS allowed fans to share and spread the campaign themselves, and the final site created an easily shareable payoff.

Insights, Strategy and the Idea

FACT, an active band both in Japan, and abroad, needed to promote their 15th anniversary album. They also wished to express thanks to fans for 15 years of support. The primary target audience was FACT`s established fans. These fans have a strong community, and their relationship with the band and other fans was a vital part of the campaign. The secondary audience was potential fans. These were people who did not already have a relationship with FACT, but would hopefully be pulled by the activities of the FACT fan community. FACT have a long history, so the plan was to exploit preconceived ideas about them and the web in general. Fact expectations, and general expectations were subverted to create a new experience. The use of expectations and assumptions meant that fan-band, and fan-fan relationships were the main tool used to implement the campaign.