CategoryA06. Events & Experiential (incl. stunts)
EntrantDENTSU Osaka, JAPAN
Entrant Company DENTSU Osaka, JAPAN
Advertising Agency DENTSU Osaka, JAPAN
Production Company AOI PRO. Tokyo, JAPAN

The Campaign

We made special robots as brand ambassadors of Murata manufacturing. It was an interesting order to make. We made robots after creating a PR Concept. The PR concept is “encouraging innovators all over the world.” For following concept, World First 10 Cheerleading Robots are born. Normally PR robots only show their technology, but our robots show that technology and a PR concept has united as one body. Because of this structure of robots, PR had great impact all over the world. For example, the movies played 200,000 times and are featured on many websites around the world. The PR campaign had a $14,000,000 effect.

The Brief

The purpose of the project was to increase awareness of the company overseas, revitalize its robot project, and help recruit new employees in Japan.


The robot cheerleading club debuted on September 25th, 2014. After the press release, the movie was viewed 200,000 times and was featured on many websites around the world such as Wall Street Journal and others. The PR campaign had a US$6,700,000 effect according to the research conducted by the client. As a result, they had contact from global and regional leading companies and recruiting got off to a good start. Murata started roadshows in China and other Asian countries to promote their technologies featured in the robots. The cheerleading robots created a new B to B marketing style.


We designed cheerleading robots who moved like cheerleaders to cheerleading music. We showcased this creativity in a 100-second video clip we uploaded to YOUTUBE. We also created a website and made a movie.It took about one year to create everything, including the robots.

The Situation

Murata manufacturing has been making robots for PR for 9 years. At first, robot PR was very rare and had impact. But nowadays, there are many competitive robots around world. We need a new strategy for PR.

The Strategy

We realized the limitations of making a robot first and creating the PR concept afterwards. So we changed the way we approached PR and created the concept before the robots to maximize the effectiveness of PR. We developed our PR concept with robot creators at Murata. We decided that the robots would be a group of 10 who could be controlled and balance on a ball. Based on these conditions and Murata’s slogan, “Innovator in electronics," we developed the concept of a “cheerleading club that encourages innovators around the world." As a components company, Murata encourages assembly companies. In addition, cheerleading is a universal concept.


Name Company Position
Kei Suzuki DENTSU INC. Creative Director
Taichi Sayama DENTSU INC. Planner
Kei Suzuki DENTSU INC. Copywriter
Kei Suzuki DENTSU INC. Planner
Naoyuki Ogino DENTSU INC. Planner
Taichi Sayama DENTSU INC. Art Director
Sota Yoshida AOI PRO.INC. Producer
Kosuke Egami AOI PRO.INC. Producer
Takumi Shiga Director