Creative Execution

The music video was released as a normal, and a smartphone version. The smartphone version featured "BLACK FACT", while the normal version on Youtube featured "WHITE FACT" falling through a 3D world. When the videos are played at the same time, both versions of FACT traverse each other`s space, with members from BLACK FACT and WHITE FACT disappearing and appearing in opposing videos, creating 2 virtual worlds that interactw. Just like their music, by showing the performance via 2 types of media an experience as addictive as their music was created that encourages replay after replay.

News media introduced the promotion unanimously like never before. on SNS there were over 25,000 shares, and the music video got over 250,000 plays. Along with this sales raised proportionally with the album reaching 6th place in the Orion CD daily chart, and 10th in the Orion CD weekly chart. A surprisingly large effect for such a minimal campaign was achieved. However, there was another aspect to the campaign. FACT will be disbanding in 2015, and this message was included. The promotion gave fact a chance to say goodbye to fans and leave their mark of innovation on the industry.

FACT is an Indie band with a relatively low budget. This meant they needed the most impact possible for their budget. The aim was to get the maximum number of people to listen to the "The way down", make it a topic among fans, and to create more fans, as well as raise sales. The strategy was to use interaction to raise engagement levels, and promote social sharing. The site had a countdown with coordinates for record stores nationwide. These stores had Mini albums placed somewhere on their shelves, and fans could "buy" these albums for ¥0. Every time one was found, it was crossed off the list on the site, and the countdown advanced. This engaged fans directly, and created a sense of expectation. Finally when the countdown reached 0, an interactive music vide where the band fall down the world`s longest 3D space was revealed.