THE DEMPA-TALK EXPERIMENT!

TitleTHE DEMPA-TALK EXPERIMENT!
BrandSONY MOBILE COMMUNICATIONS INC.
Product / ServiceSMARTBAND TALK SWR30
CategoryE04. Technological Achievement in Digital Craft
EntrantD2C Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production D2C Tokyo, JAPAN
Production 2 DENTSU LIVE INC. Tokyo, JAPAN
Additional Company DEAR STAGE INC. Tokyo, JAPAN

Credits

Name Company Position
Teppei Moriguchi DENTSU INC. Creative Director
Higuchi Yuji DENTSU INC. Planner & Art Director
Naoya Kudo DENTSU INC. Planner & Copywriter
Daisuke Takahashi D2C dot INC. Producer
Shinya Muraoka DENTSU INC. Producer
Yusuke Sakamoto DENTSU DIGITAL INC. Producer
Taku Ohata DENTSU INC. Account Executive
Hidetoshi Sera DENTSU INC. Account Executive
Takehiro Otomaru DENTSU INC. Account Executive
Yusuke Goto D2C dot INC. Technical Director
Kenichi Chinda D2C dot INC. Director
Murata Naoki Bushitsu Inc. Front Engineer
Youhei Nakanishi Dentsu Live Inc. Event Producer
Hiroyuki Kawazoe MELODY PUNCHI Music Producer

The Campaign

This project made the developmental flow of a product/service open while changing it into a new service platform that provides attractive experiences by getting users and artists involved. Prototyping was released as a service where users can enjoy exchanging voices with an idol.

Creative Execution

Prototype devices were sold to the public. The idol and the fans used them to exchange their voices by wearing them on a 24-hour basis for a specified period of time. We collected data from the fans, not only about sound quality and product usability, but also such as sound voices that drew many reactions from the users. Users then debugged the service in the cloud on a real-time basis to make improvements. We also held a development meeting as a fun event in order to exchange meaningful opinions and also invited other experts. Based on a large amount of voices exchanged during the prototyping session, news songs were also created for the idol. These songs were distributed via portable/mobile devices. This project served as a new method for artists to create and distribute their songs while involving the service users.

Links

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