Title | ANDROID CHORUS |
Brand | GOOGLE JAPAN |
Product / Service | MOBILE |
Category | B02. Use of Other Digital Solutions in a Promotional Campaign |
Entrant | BIRDMAN 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 |
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 |
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.
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.
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.)
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.