Short List
Product / ServiceMATSUKO DELUXE
CategoryB02. Use of Other Digital Solutions in a Promotional Campaign
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Advertising Agency 2 DENTSU TEC Tokyo, JAPAN


Name Company Position
Yuya Furukawa DENTSU INC. Chief Creative Officer
Naoto Oiwa DENTSU INC. Senior Creative Director
Ryuichiro Akamatsu DENTSU INC. Creative Director
Junko Okawa DENTSU INC. PR Director
Hirofumi Hayashi DENTSU INC. Planner / Copywriter
Eisuke Kishi DENTSU INC. Planner / Agency Producer
Naoki Tanaka DENTSU INC. Planner / Copywriter
Toru Oyama DENTSU INC. Planner / Copywriter / Creative Technologist
Keisuke Ukishima DENTSU INC. Art Director
Kohei Ai DENTSU TEC INC. Agency Producer
Kensuke Tanaka DENTSU TEC INC. Agency Producer
Yudai Tanabe DENTSU INC. Agency Producer
Kazuaki Hashimoto Nippon Television Network Corporation Program Director
Hirofumi Tanaka Nippon Television Network Corporation Chief Program Producer
Go Yoshimuta Nippon Television Network Corporation Program Producer
Hiroshi Ishiguro Osaka University Supervisor
Takeshi Mita A-Lab Co., Ltd. Technical Producer
Takashi Asano DENTSU TEC INC. Case Video Director
Keisuke Okada DENTSU TEC INC. Presentation Board Designer

Brief Explanation

Using state-of-the-art technology, we created a TV celebrity android as a vehicle to increase the celebrity’s popularity. Furthermore, we created the world’s first program to be hosted by an android, which aired on Japan’s biggest television network. This provided an exceptional opportunity for the celebrity to gain attention and fame.

The Brief

Matsuko Deluxe is a famous Japanese celebrity known for his unique appearance, humor, and quick wit. He has rapidly gained popularity over the last few years. But we were approached by his management team to come up with a unique promotion that would further build on his rising popularity and also create new business opportunities. Matsuko has a very commanding presence. But what would happen if there were 2 of them? So we proposed surprising the world by making an android of Matsuko Deluxe “MATSUKO-ROID.”

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

This helped create unparalleled entertainment content featuring a dialogue between a celebrity and his own android. This program recorded remarkably high viewer ratings. 10 million people watched the innovative content and SNSs were filled with excited posts. There were 100,000 tweets. MATSUKO-ROID was also featured by the media and generated over 2 million dollars in media value. And this program was awarded a weekly TV slot. And Matsuko has also received more TV commercial offers. Moreover, Matsuko proved how much social influence he has by helping to raise recognition for android technology. Matsuko Deluxe's popularity and presence has never been higher.

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

Japanese people show great interest in state-of-the-art technology. And since last year, robotic technology has received the highest level of interest among all technologies. Moreover, robots are, undeniably, very often the stars of Japanese anime. That is why we believed that using android technology to help raise a celebrity's popularity was most fitting. 1. December 2, 2014 - released information in Japan 2. December 22, 2014 - press conference to announce the world’s first android-hosted program 3. December 29, 2014 - nationwide broadcast For a program that was scheduled to air just once, it is a pleasant surprise that the show will now be a weekly staple starting in April 2015; although this “surprise” was part of our initial plan.