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.

Describe the success of the promotion with both client and consumer including some quantifiable results

* The development period which used to be nothing more than a cost was monetized, and the prototyping process was successfully accelerated. (600 points to be improved were identified by the users during the attempt.) * A new relationship was built with the users. (Participants’ satisfaction level: 98%) * Another new service was developed taking advantage of this prototyping.

Explain why the method of promotion was most relevant to the product or service

This project successfully produced a new service platform involving users by making the development flow of a product/service open with media content combined. Through this project, we changed the service provider’s prototyping process itself, previously costly, into another promotion by which artists and fans can share their experiences while generating new content.

Part of the developmental flow of a voice-communication wearable device was opened to the idol and her fans as entertainment. A Japanese idol having fans with high digital literacy across the world was adopted. We developed a service structure which brings about a win-win relationship between three parties, the service provider, the idol, and the fans.