THE ”LOCK” BAND DVD

TitleTHE ”LOCK” BAND DVD
BrandVAP/MAXIMUM THE HORMONE
Product / ServiceDEKA VS DEKA
CategoryA05. Media & Publications
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
Production TAIYO KIKAKU Tokyo, JAPAN
Production 2 INTEGRAL VISION GRAPHICS Tokyo, JAPAN
Production 3 RAY CORPORATION Tokyo, JAPAN

Credits

Name Company Position
Maximum the Ryokun Maximum The Hormone Executive Creative Director
Kazunari Sengoku 33cjl Artist Management
Kentaro Tanaka VAP inc. Artist / repartoire
Masahiko Okabe DENTSU INC. Creative Director
Tsuyoshi Onozaki TAIYO KIKAKU co.,ltd. Producer
Shusaku Arai TAIYO KIKAKU co.,ltd. Producer
Masashi Tomihara TAIYO KIKAKU co.,ltd. Production Manager
Go Takahashi TAIYO KIKAKU co.,ltd. Visual Effects Producer
Takeshi Ozaki TAIYO KIKAKU co.,ltd. Visual Effects Superviser
Takahiro Morozumi TAIYO KIKAKU co.,ltd. Digital Artist
Takeya Kamimura TAIYO KIKAKU co.,ltd. Digital Artist
Kenta Tanaka TAIYO KIKAKU co.,ltd. Digital Artist
Yodai Kita TAIYO KIKAKU co.,ltd. Editor
Yasuhiro Sato Integral Vision Graphics,Inc. Producer
Shusuke Osanai Integral Vision Graphics,Inc. CG Director
Kouhei Miki Integral Vision Graphics,Inc. Production Manager
Kanako Kawase Ray Corporation Recording Engineer

The Campaign

We “locked” an over 10 hour-long videos contained in this DVD. The only way to unlock and see the contents is to complete the games of the enclosed disc.By playing these games to unlock the videos, the fans can experience the roots of the band. (The players use a remote controller to play the game.)

Creative Execution

All the movie contents were locked, and only ways to unlock the contents is to clear the game within the DVD. But all these information were kept secret and sold as a regular LIVE DVD at record store in Japan.

Results

This DVD made a big wave in society and was sold out in many shops. Not just existing fans, but game fans were also excited about this DVD and achieved number 1 sales on both daily and weekly chart. The band were recognized as "The band keeps on rocking".

We succeeded in branding the band directly to the fans in an innovative method by bringing in a brand new movie experience in their LIVE DVD that reflects their band attitude.

Primary target is the band fans.They support the band’s outrageously “Rock” style and posting praise message on SNS.And that causes the buzz and expands the recognition and the brand to people who is unfamiliar of the band.