| Title | INVISIBLE MUSIC VIDEO |
| Brand | WARNER MUSIC JAPAN |
| Product / Service | KOBUKURO |
| Category | B02. Use of Other Digital Solutions in a Direct Marketing Campaign |
| Entrant | BIRDMAN Tokyo, JAPAN |
| Entrant Company | BIRDMAN Tokyo, JAPAN |
| Advertising Agency | DENTSU KANSAI TOKYO ROOM, JAPAN |
| Production Company | KIRAMEKI Tokyo, JAPAN |
| Production Company 2 | BIRDMAN Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kenjiro Sese | Dentsu Inc. | Creative Director / Planner / Copywriter |
| Yoshihiko Inoue | Dentsu Inc. | Copy Writer / Planner |
| Tetsuo Koga | Dentsu Public Relations | PR Planner |
| Tomoaki Kumano | kirameki inc. | Producer |
| Ryo Kuribayashi | kirameki inc. | Production Manager |
| Takayuki Nagai | BIRDMAN Inc. | Art Director |
| Ryotaro Nakano | Birdman Inc. | Designer |
| Kousei Motoyoshi | Birdman Inc. | Programmer |
| Tomoya Takahashi | Orunica Inc. | Technical Director/Developer(PC) |
| Masaoki Ikoma | Freelance | Technical Director/Developer(Smart Phone) |
| Takumi Koyama | VROOOOM | Director |
| Shimon Tani | Imura Jimusyo | Director |
| Sayaka Nanri | Imura Jimusyo | Assitant Camera |
| Etsuko Tanigawa | tree | Hair&Make up |
| Ryosuke FujimotoDentsu Inc. | VROOOOM | Editor |
Music duo KOBUKURO were releasing a new song. They wanted the song to reach the hearts of as many people as possible without getting lost in these changing times. The campaign was designed in the way that the core fan of KOBUKURO experiences the video at first, then it would be spread gradually from them.
An Invisible Music Video : a new way to experience music; not with the eyes but with the heart. Using a webcam to capture eye movement, we created a world first: a music clip that plays when you close your eyes. By qualifying users’ levels of absorption through their expressions and eye movements, we measured the parts of the song that people wee most moved by.
Target Audience was new customers and existing customers. The goal was not only to reach the target audience but also to reach the hearts of the audience.
In one day, over 10,000 users tried out the music clip and it was reported by numerous media outlets, creating great buzz. There were a flood of comments from users who experienced it, showing that we succeeded in moving people with a new music experience. The campaign was very successful at increasing sales: it was awarded first place at Japanese online music distribution service RECOCHOKU, second place at iTunes.