REDEFINING DISTANCE

TitleREDEFINING DISTANCE
BrandNTT DOCOMO, INC.
Product / ServiceNTT DOCOMO 5G MOBILE NETWORK TECHNOLOGY
CategoryA04. Online: Non-fiction
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production ELEVENPLAY Tokyo, JAPAN
Production 2 RHIZOMATIKS Tokyo, JAPAN
Production 3 P.I.C.S Tokyo, JAPAN
Production 4 DENTSU TEC Tokyo, JAPAN
Additional Company PERFUME Tokyo, JAPAN
Additional Company 2 AMUSE Tokyo, JAPAN
Additional Company 3 UNIVERSAL MUSIC Tokyo, JAPAN
Additional Company 4 NTT DOCOMO Tokyo, JAPAN
Additional Company 5 NIPPON TELEGRAPH AND TELEPHONE CORPORATION Tokyo, JAPAN

Credits

Name Company Position
- - -

The Campaign

The next-generation "5G" service which will be put into practical use in 2020 by NTT DoCoMo. This experimental project demonstrates its speed, capacity and low latency of “5G” technology. It was performed by “Perfume”, the group always being on the leading edge of techno pop. They have always been together on the stage since they formed the group. The three girls performed on different stages for the first time in 17 years. TOKYO, NY, LONDON. Connecting three places over 10,000 km apart from each other, the communications technology combines three respective performances into one without time lag.

Creative Execution

Ten days before release, we posted banner ads online, outdoor ads at train stations in four popular Tokyo locations, and ads in train cars on 32 rail lines, and we informed the media in advance. On social media, we posted a countdown beginning one week beforehand to invite users to the project website. Starting at 9 p.m. on November 8, we streamed live on the project website.

Over 150,000 people watched the show live, while the archived footage reached 500,000 views only one week after release. It aired eight times on three popular Japanese informational TV programs, got coverage from over 100 online media outlets, appeared at the top of Japan's most viewed news web site, and stirred a huge response on social media.

To convey the potential of NTT DoCoMo’s 5G communications (high speed, large capacity, low latency), the product 5G itself was used as a live streaming content verification experiment. The potential was verified through a completely new entertainment product.

The next-generation "5G" service which will be put into practical use in 2020 by NTT DoCoMo. This experimental project demonstrates its speed, capacity and low latency of “5G” technology. It was performed by “Perfume”, the group always being on the leading edge of techno pop. They have always been together on the stage since they formed the group. The three girls performed on different stages for the first time in 17 years. TOKYO, NY, LONDON. Connecting three places over 10,000 km apart from each other, the communications technology combines three respective performances into one without time lag.

Links
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