| Title | #RADIORETWEETS |
| Brand | THE JAPAN COMMERICAL BROADCASTERS ASSOCIATION |
| Product / Service | THE JAPAN COMMERICAL BROADCASTERS ASSOCIATION |
| Category | F03. Use of Co-Creation & User Generated Content |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Production Company | SPAREPOCKET Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Wataru Yamamoto | DENTSU INC. | Creative Director |
| Kazuyoshi Ochi | DENTSU INC. | Communication Planner / Copywriter |
| Kenta Orisaka | DENTSU INC. | Art Director |
| Satoshi Kuno | SparePocket Inc. | Production Producer |
| Tetsuya Uno | northshore | Web Art Director |
| Yoshimi Nagae | northshore | Web Designer |
| Masaru Hosokawa | northshore | Technical Director |
| Reach Imazeki | northshore | Technical Director |
| Tomoko Namiki | northshore | Technical Director |
| Koji Kotani | northshore | Front End Engineer |
| Mayuu Ochi | northshore | Front End Engineer |
| Hiroyuki Kimura | Fores | System Engineer |
| Takashi Shikano | Fores | System Engineer |
| Hashikura Atsushi | northshore | Production Producer |
| Inokuchi Ayaka | northshore | Production Manager |
| Jun Oshita | DENTSU INC. | Media planner |
| Takachi Nisiyama | DENTSU INC. | Media planner |
| Ryoichi Kimura | OFFICE HIGUCHI, Inc. | Production Producer |
| Yuushi Miyagawa | OFFICE HIGUCHI, Inc. | Music Composer |
| Chihiro Adachi | OFFICE HIGUCHI, Inc. | Singer |
We fused SNS and traditional media together in order to bring young target attention to radio. We made a system whrere a computer voice takes tweets with the hashtag #RadioRetweets and reads them on-air. In another words, we created a system where Radio retweets young peoples tweets.
We opened up 202,780 seconds worth of ad space to the public. In other words, more than 10,000 20 seconds spots. Value of ad space used: 2 million dollars. (Media budget: Zero) 101 radio stations from all over Japan have joined this project.Thousands of tweets arrived, which led to all kinds of messages being broadcast nationwide. Through this project, Japan’s younger generation has started to rediscover the radio medium. In addition, ad spaces intended for commercial advertisements changed into private messages, taking the empty air and turning it into a social tool.
With the increasing pressure of digital media, the Japanese radio industry has been shrinking and empty ad space has become unable to ignore. Finding a way to revitalize the radio media, particularly aimed towards the younger generation, has become a necessity. Since about 70% of ad space is not filled, we utilized it and opened ad space to the public.