Product / Service_GENIC' ALBUM RELEASE
CategoryB01. Use of Digital in a Promotional Campaign
EntrantEPOCH Tokyo, JAPAN
Entrant Company EPOCH Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company EPOCH Tokyo, JAPAN
Production Company 2 DOT BY DOT, JAPAN
Production Company 3 STORIES Tokyo, JAPAN


Name Company Position
Dimension Point / stella 88 Creative Director
Shujiro Ishizawa EPOCH Inc. Producer
Yoshiaki Shiota DENTSU Account Executive
Wataru Sasaki EPOCH Inc. Planner / Director
Daisuke Kosaka EPOCH Inc. Project Manager
Yusuke Tominaga dot by dot inc. Producer
Kenichi Seki dot by dot Inc. Project Manager
Taichi Ito dot by dot Inc. Designer
Saqoosha dot by dot Inc. Technical Director / Programmer
Koki Ibukuro dot by dot Inc. Programmer
Takanobu Izukawa dot by dot Inc. System Engineer
Wataru Saito EPOCH Inc. Film Director
Kohei Takeda stories-llc Film Producer
Isao Okudaira Cinematographer
Jun Maeda Lighting Director
Shigeru Arai Production Designer
Akira Noda Artist Stylist
Satomi Kurihara Artist Hair & Make-Up
Lili EPOCH Inc. VFX Director
Itaru kunieda Dentsu Public Relations inc. Promoter

Brief Explanation

While the entry is a music video, it serves more directly as a promotion. Nami Amuro has a large fanbase, so in order to expand it a new set of techniques was needed. Using Google Chrome as a platform, a teaser site, "standard video" and "Extension video" meant that anyone should be interested in trying out the experience. Further, the ability to set the chrome homescreen to broadcast artist information meant that fans and users would be activated, and further promotion was possible even after the initial experience.

The Brief

The aim was to gain new listeners, and also to promote the theme of the song "you can do anything". Both aims were achieved using innovative digital techniques to draw new customers who would`t normally come into contact with Nami Amuro`s music, and using digital technology to create a mysterious and fantastical experience to communicate that "anything is possible". Google chrome extensions were used to "hijack" the browser, allowing users to compare the "normal" youtube version of the video to a special Google chrome version. This created an experience outside of the music itself to gain a wider audience, and the comparison strengthened showed viewers that anything is possible by contrasting normal and Google Chrome Versions.

Describe the success of the promotion with both client and consumer including some quantifiable results

The total number of plays exceeded 1 million within a month. Further, the number of times artist information was transmitted via home-screens is over 90 million, with 81% of access coming from Google-chrome making a wide range of users try Google Chrome. The promotion was popular on SNS, along with TV, magazines and web-news. It won 4 crowns, winning first place in all major music charts; Oricon-weekly-album-ranking, Billboard-JAPAN-HOT-albums-chart, iTunes-weekly-album-chart, and Reco-Chok-album-weekly. In the first week it took first-place for the Japanese female solo artist section for cumulative sales 2015 despite no new recording, unreleased song announcements, and being a non-tie-up-album.

Explain why the method of promotion was most relevant to the product or service

The promotion was primarily domestic (Japan), but multi-language options were used. On the 17th of May a teaser sire was released along with a Teaser Site Hint and a Google chrome homescreen extension that broadcast artist information. On the 24th of May the "Normal" music video was released on Youtube, followed by the Extension version on the 4th of June. The campaign ran on schedule, and there were no significant adaptions.