|Title||JOB INTERVIEW RAP BATTLE|
|Product / Service||LINE BAITO|
|Category||A07. Live Brand Experience|
|Entrant||LINE CORPORATION Tokyo, JAPAN|
|Idea Creation||LINE CORPORATION Tokyo, JAPAN|
|Idea Creation 2||DENTSU INC. Tokyo, JAPAN|
|Production||TAIYO KIKAKU Tokyo, JAPAN|
|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|
|Midoriko Nemoto||TAIYO KIKAKU co.,ltd.||Designer|
|Michinari Maeda||TAIYO KIKAKU co.,ltd.||Editer|
|Shuuji Daito||TAIYO KIKAKU co.,ltd.||Editer|
|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|
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.
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.