KASANETEKU – JAPANESE GIRL'S STRATEGY

TitleKASANETEKU – JAPANESE GIRL'S STRATEGY
ClientMEGMILK SNOW BRAND CO.,LTD.
Product / ServiceKASANE DOLCE
CategoryA03. Online: Fiction
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production TYO TECHNICAL RANCH Tokyo, JAPAN

The Campaign

With a rhythmic tune and a catchy dance, this work has not only successfully attracted the target audience of women aged 20 to 40 years old, but has also been well received by men with empathy and has resulted in many men copying the dance.

Creative Execution

We executed this project in context making, music making (music and lyrics), video making, digital AD, and PR for about a month. Moreover, we also continued to spread the word through PR channels after the launch for about a month.

We have reached 4,000,000 views online. The engagement rate was relatively high, receiving 58,681 likes. There were 151 imitation videos online and we also found an additional 51 similar videos. After launching this initiative, the brand increased to 3000 subscribers and total sales increased by 120% compared to the previous year.

In just 4 minutes and 17 seconds, this work attracts people by entertaining them through the music, lyrics, and dance moves. This henceforth lead to the social phenomenon in which students and adults alike posted YouTube videos of them mimicking the dance and even singing and dancing the song at karaoke.

We have created two versions, a long and a short, of the video. The shorter version can be used as a video ad on YouTube, while the longer version can be used as PR to widely spread the information. Furthermore, in terms of PR, we have also released the original song on other media channels such as iTunes. As a result of the persistent dispatch of information, a wide range of people have begun to recognise the song.

Credits

Name Company Position
Yoshihisa Oura DENTSU INC. Creative Director
Toshihiro Seki DENTSU INC. Copywriter
Takamasa Sanjo DENTSU INC. Art Director
Yusuke Mori DENTSU DIGITAL INC. Creative Manager
Kuore Hayashi DENTSU CREATIVE FORCE INC. Creative Producer
Isamu Asahina TYO Technical Ranch TTR-FACE Executive Producer
Megumu Sato TYO Technical Ranch TTR-FACE Producer
Takafumi Yamamoto TYO Production Manager
Erika Konno TYO Creative Center Director
Masafumi Yamaoka TYO Technical Ranch CRANK Photographer
Tomohisa Yamazaki Freelance Lighting Director
Masaaki Yoshizaki TYO Technical Ranch PPC Mixer
Hitomi Aono Select Stylist
Kazuko Kogure Ease Hair & Make-up
Hiroyuki Kawazoe Melody Punch Music Producer
KOHMEN ELEVENPLAY Choreographer
Chihiro Nakamura ARIGATO MUSIC Singer
Shibuichi Abe FAB COM MASTERS Sound Creator
Ruka Vithmic Model Agency Model
Miyuki Shigeta M.snow Productions Impression Master
Links
Website URL