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.