Title | ANDROID CHORUS |
Brand | GOOGLE JAPAN |
Product / Service | MOBILE |
Category | H02. Branded Tech off-line (incl. Digital Installation/Exhibit) |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU IX Tokyo, JAPAN |
Advertising Agency 2 | DENTSU TEC Tokyo, JAPAN |
Production Company | CINQ Tokyo, JAPAN |
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 |
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.