Product / ServiceLINE BAITO
CategoryA07. Live Brand Experience
Idea Creation 2 DENTSU INC. Tokyo, JAPAN
Production TAIYO KIKAKU Tokyo, JAPAN


Name Company Position
Go Mizushima LINE Corporation Brand Manager
Masakazu Ido DENTSU INC. Creative Director/Copywriter
Shunsuke Kaga DENTSU INC. Planning Director
Kengo Aoki DENTSU INC. Art Director/Designer
Ryouta Izumiya TAIYO KIKAKU co.,ltd. Producer
Shuhei Hosokawa TAIYO KIKAKU co.,ltd. Producer
Shota Kusayanagi TAIYO KIKAKU co.,ltd. Production Manager
Takatoshi Taniguchi TAIYO KIKAKU co.,ltd. Production Manager
Takeshi Izumida TAIYO KIKAKU co.,ltd. Film Director
Yasukata Kotake none Cinematographer
Midoriko Nemoto TAIYO KIKAKU co.,ltd. Designer
Michinari Maeda TAIYO KIKAKU co.,ltd. Editer
Shuuji Daito TAIYO KIKAKU co.,ltd. Editer
Hiroki Kato PPC Mixer
Yasuhito Matsuura TAIYO KIKAKU co.,ltd. CG Director
Emi Kaminaga DENTSU EAST JAPAN INC. Art Director/Designer
Chihiro Takigami TAKI CORPORATION Designer
Hitomi Omoto DENTSU CREATIVE FORCE INC. Agency Producer
Makoto Yamashiki DENTSU INC. Planner
Hanako Sakagami DENTSU INC. Account Executive
Kota Tanaka LINE Corporation Communication Director
Shota Onishi LINE Corporation Digital Specialist
Yurika Awano LINE Corporation Promotion Planner
Nobuyuki Sakamoto LINE Corporation Film Director
Wataru Ono LINE Corporation Service Planning Director
Taehoon Kang LINE Corporation New Business Manager

The Campaign

In order to enhance the characteristics of the new SNS service, we have come up with a first ever event which we named “JOB INTERVIEW RAP BATTLE”. Motto of the project was skewed to create a general conception that “Getting one's part time job is as easy as chatting in the SNS (Social)”. Within the platform, “Part-time job” theme was created to match up the applicant and the interviewer in a rap battle. Professional rappers were dressed up as an interviewe? to battle with student rappers (applicants) in freestyle.

Creative Execution

About 300 applicants joined the event in Tokyo. Event was live broadcasted and rapidly shared on the internet. As a result, live viewership of the video amounted to 2 million people. Post event viewership continued to grow and within 2 months, total viewership amounted to more than 20 million times(Including user generated material & official videos).

“JOB INTERVIEW RAP BATTLE” became a much talked about topic and deep branded engagement was realized among the target audience. As a result, business share grew immensely. ?On the event day, viewership of the live video reached to 2 million. ?Post event viewership: Attained a total of 20 million viewership. ?Attained 30 thousand related comments on Twitter. ?Number of applicant increased by 295? in comparison to the same period of last year.

In general, Japanese youth is shy and weak in communicating. Therefore, we have created a platform in “LINE” to connect job interview to youth culture as a music event “RAP BATTLE” to ease the hurdle and have more fun and be relaxed in part-time-job interview occasion.

Easing the tension while in job interview was the key concept in this project. In realizing the concept, live (public) branded experience within “JOB INTERVIEW RAP BATTLE” raised the momentum of the applicant and heightened the awareness level of the service as well.