ANDROID CHORUS

TitleANDROID CHORUS
BrandGOOGLE JAPAN
Product / ServiceMOBILE
CategoryB02. Use of Other Digital Solutions in a Promotional Campaign
EntrantBIRDMAN Tokyo, JAPAN
Entrant Company BIRDMAN Tokyo, JAPAN
Advertising Agency DENTSU IX Tokyo, JAPAN
Advertising Agency 2 DENTSU TEC Tokyo, JAPAN
Production Company CINQ Tokyo, JAPAN

Credits

Name Company Position
MUNEHIRO YASOJIMA DENTSU Creative Director / Planner / Copywriter
TORU OYAMA DENTSU Planner / Copywriter
TETSUYA MAEHARA DENTSU iX Planner
TAKASHI OMORI DENTSU iX Producer
SHUNSUKE TAKAI DENTSU iX Project Manager
KENJI MIYAGAWA DENTSU Account Executive
HARUYAMA DAVID SHOICHI Director
YUSUKE KITANI Kaibutsu Art Director
ATSUSHI HASHIMOTO YAMA Designer
ROY RYO TSUKIJI BIRDMAN Creative Director
TAKERU KOBAYASHI BIRDMAN Technical Director
YOICHI KANAZAWA BIRDMAN Director
TAKANORI KAWAI BIRDMAN Developer
KEITA ABE BIRDMAN Flash Developer
RYO NAGASAWA DENTSU TEC Producer
KOHEI AI DENTSU TEC Producer
YUMA TAKENAKA DENTSU TEC Project Manager
KATSUYA YAMADA/JUN NAKAJIMA aiin Producer/Director
HIDEAKI SHIRATO aiin Sound Designer
YU TANAKA/KOHEI YAMADA/JUN TAKASU CINQ Producer

Brief Explanation

In Japan, the competitor has strong brand image. The Android brand and devices do not have a strong image. We have to show the uniqueness of the brand not only in the film but actual installation by a nonfictional technological way. We have made a digital installation using 300 various mobile devices. In the devices, 300 various androids characters sang their own part and compiled into a unified single chorus.

The Brief

Bring the Android brand promise of "Be Together. Not the Same." to life by cutting edge digital communication. We have to show the uniqueness of the brand not only in the film but actual installation by a nonfictional technological way.

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

Increased Android’s brand purchase intention and market share against a dominant competitor in Japanese mobile market by 10%. (The physical event was featured by the major national press including the biggest national broadcasting company and was invited to Google I/O 2015 as the first Japanese digital installation. The documented video spread all over the world including ADWEEK, Mashable, Gizmode, Engadget and so on.)

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

To spread the Android brand promise of "Be Together. Not the Same.", 300 unique Android characters were created on 300 smartphones and tablets to show "Diversity." And each Android character sang its own part and compiled into a unified single chorus to perform "Connectedness." we carried out a physical event to enable the visitors interact with the chorus at a shopping mall called OMOTESANDO HILLS in TOKYO on 12th -15th February 2015. We also have released the documented video to proliferate the performance all over the world from 12th February 2015.