ANDROID CHORUS

Bronze Spike
TitleANDROID CHORUS
BrandGOOGLE JAPAN
Product / ServiceMOBILE
CategoryA06. Original Use of Music
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Contributing Company DENTSU IX Tokyo, JAPAN
Contributing Company 2 DENTSU TEC Tokyo, JAPAN
Production Company CINQ Tokyo, JAPAN

Credits

Name Company Position
MUNEHIRO YASOJIMA DENTSU Creative Director / Planner / Copywriter
TORU OYAMA DENTSU Planner / Copywriter
TETSUYA MAEHARA DENTSU iX Planner
TAKASHI OMORI DENTSU iX Producer
SHUNSUKE TAKAI DENTSU iX Project Manager
KENJI MIYAGAWA DENTSU Account Executive
HARUYAMA DAVID SHOICHI Director
YUSUKE KITANI Kaibutsu Art Director
ATSUSHI HASHIMOTO YAMA Graphic Designer
ROY RYO TSUKIJI BIRDMAN Creative Director
TAKERU KOBAYASHI BIRDMAN Technical Director
YOICHI KANAZAWA BIRDMAN Director
TAKANORI KAWAI BIRDMAN Developer
KEITA ABE BIRDMAN Developer
RYO NAGASAWA DENTSU TEC Producer
KOHEI AI DENTSU TEC Producer
YUMA TAKENAKA DENTSU TEC Project Manager
KATSUYA YAMADA / JUN NAKAJIMA aiin Music Producer / Music Director
HIDEAKI SHIRATO aiin Sound Designer
YU TANAKA / KOHEI YAMADA / JUN TAKASU CINQ Producer

The Campaign

15 and 30 sec TV spots have been majorities in the Japanese advertising market. As the Internet and its communication domain expand, we have to make effective branded entertainment and contents without limit of length like TV spots.

Results

Overview: 1. Making the world’s first chorus performance on 300 mobile devices. 2. Carrying out a physical event enabling the visitors and the chorus to interact. 3. Releasing the documented video to proliferate the performance of all over the world. Challenge and Purpose: Bring the Android brand promise of "Be Together. Not the Same." to life by cutting edge digital communication without TV spots. Strategy and Execution: Making the world’s first chorus performance on 300 mobile devices and carrying out a physical event and releasing a viral video.

By organic reach using YouTube.

Increased Android’s brand purchase intention and market share against a dominant competitor in Japanese mobile market by 10%. (The physical event was featured by the major national press including the biggest national broadcasting company and was invited to Google I/O 2015 as the first Japanese digital installation. The documented video spread all over the world including ADWEEK, Mashable, Gizmode, Engadget and so on.)

Bringing the Android brand promise of "Be Together. Not the Same." to life, we have made a digital installation using 300 various mobile devices. In the devices, 300 various Androids characters sing their own part and compiles into one single chorus.