Creative Execution

We have made a digital installation using 300 various mobile devices. In the devices, 300 various androids characters sang their own part and compiled into a unified single chorus. We have carried out a physical event which enabled the visitors and the chorus to interact. We also have released the documented video to proliferate the performance all over the world.

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.)

In the Japanese mobile market, the competitor is stronger than Android both sales and brand images. We have to make strong and fresh Android’s brand images for encouraging its sales. We have to bring the Android brand promise of "Be Together. Not the Same." to life by cutting edge communication.