THE “LOCK" BAND DVD
| Title | THE “LOCK" BAND DVD |
| Brand | VAP/MAXIMUM THE HORMONE |
| Product / Service | DEKA VS DEKA |
| Category | A05. Media & Publications |
| Entrant | DENTSU 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 | MCRAY 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
To amaze the fans with their rock spirits, without any previous notification, we “locked” an over 10 hour-long videos contained in this DVD and put it out on sales. The only way to unlock and see the contents is to complete the games of the enclosed disc. By playing these games using a remote controller of the DVD, fans can experience the roots of the band.
Creative Execution
All the movie contents were locked, and only way to unlock the contents is to clear the games within the DVD. But all these information were kept secret and sold as a regular LIVE DVD at record stores in Japan.
Describe the success of the promotion with both client and consumer including some quantifiable results
This DVD soon became a hot topic, and not only did it succeeded in sales increase but it also spread their band publicity greatly. It was a big contribution to their branding as a rock band.
Explain why the method of promotion was most relevant to the product or service
“ROCK”. It’s about breaking people’s stereotypes. For a rock band, a product they release is its largest branding tool. Creating deep bond with their fans by always surprising them with innovative ideas, “Maximum the Hormone”, one of the leading and most attractive Japanese rock band challenged to promote their new DVD release with a brand new idea.
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.