The Campaign

In Japan, television is greatly influential. Having said that, the WEB is the channel of choice when it comes to branded entertainment. We rarely see branded entertainment on TV, despite the fact that it still remains the most influential media. This is because TV is subject to strict regulations such as Japan's Broadcast Law.

Results

Matsuko Deluxe is a famous Japanese celebrity known for his unique appearance, humor, and quick wit. He has rapidly gained popularity over the last few years. But we were approached by his management team to come up with a unique promotion that would further build on his rising popularity and also create new business opportunities. Matsuko has a very commanding presence. But what would happen if there were 2 of them? So we proposed surprising the world by making an android of Matsuko Deluxe “MATSUKO-ROID.” Once it was complete, we held a press conference to introduce the android to the media. And we also broadcasted the world　first android entertaining TV show starring MATSUKO-ROID on Japan's No.1 network, Nippon TV. This helped create unparalleled entertainment content featuring a dialogue between a celebrity and his own android. This TV program recorded remarkably high viewer ratings. 13 million people watched the innovative content and SNSs were filled with excited posts. MATSUKO-ROID was also featured by the media and generated over 200 million yen in media value. And in the recent public image, likeability rankings, Matsuko was ranked No.1. This TV program was awarded a regular TV slot. And Matsuko has also received more TV commercial offers. Moreover, Matsuko proved how much social influence she has by helping to raise recognition for android technology. Matsuko Deluxe's popularity and presence has never been higher.

Once MATSUKO-ROID was complete, we held a press conference to introduce the android to the media. Then we broadcasted the world　first android entertaining TV show starring MATSUKO-ROID on Japan's No.1 network, Nippon TV.

This helped create unparalleled entertainment content featuring a dialogue between a celebrity and his own android. This TV program recorded remarkably high viewer ratings. 10 million people watched the innovative content and SNSs were filled with excited posts. There were 100,000 tweets. MATSUKO-ROID was also featured by the media and generated over 200 million yen in media value. And this TV program was awarded a regular TV slot. And Matsuko has also received more TV commercial offers. Moreover, Matsuko proved how much social influence he has by helping to raise recognition for android technology. Matsuko Deluxe's popularity and presence has never been higher.

Using state-of-the-art technology, we created an android that looked exactly like a celebrity to help further increase the celebrity’s popularity. We then produced the world’s first TV program to be hosted by an android. The branded content we created truly helped magnify the celebrity’s popularity.