MOON LIVE

TitleMOON LIVE
BrandSONY MUSIC ENTERTAINMENT
Product / ServiceURU
CategoryA13. Excellence in Audience Engagement & Distribution Strategy
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
PR DENTSU PUBLIC RELATIONS Tokyo, JAPAN
Production SODA! COMMUNICATIONS Tokyo, JAPAN
Production 2 ADBRAIN INC. Tokyo, JAPAN
Production 3 BABEL LABEL Tokyo, JAPAN
Production 4 KIRIFUDA Tokyo, JAPAN

Credits

Name Company Position
Makoto Nagahisa DENTSU INC. Creative Director
Yoshiyuki Imoto DENTSU INC. Art Director
Teru Tsujinaka DENTSU INC. CopyWriter
Seitaro Miyachi DENTSU INC. Web Director
Motonobu Mibu DENTSU INC. Account Management
Yohei Nemoto Dentsu Public Relations PR Planner
Koichi Maeda Dentsu Public Relations PR Planner
Nobuaki Arikata Kirifuda Technical Director
Kenshiro Nakashima Kirifuda Programmer
Shunsuke Kishi Kirifuda Programmer
Tomohiro Ueno Tomohiro Ueno Web Designer
Yuki Yamaguchi adbrain Graphic Disgner
Noriko Morita Sony Music Entertainment Manager
Shunichi Nakano Sony Music Associated Records Member
Ryoma Yoshino Soda Communications Inc. Producer
Shina Udagawa Soda Communications Inc. Production Manager
Kentaro Shima BABEL LABEL Video Director
Tadashi Sato Freerance Cameraman
Kyohei Isobe dadab Editor

The Campaign

The idea was to create a new experience for viewing a music video. On a Super-moon one night only occasion, people saw a vision of the artist standing on the surface of the moon to perform live. Sharing this experience worked to deepen the bond between the artist and fans and at the same time stir awareness of a wider audience.

Creative Execution

We developed a App which activates only when the camera recognizes a full moon to play the promotional music video. We created an experience as if viewers were watching a lunar concert from the earth.

As a result, "Moon Live" lead to 85 million views on its official YouTube channel. It was also seen on more than 100 media outlets, such as television shows and online news media.

To make this promotion a much exciting experience than merely watching a music video, we designed a mechanism which holding smartphones up towards a beautiful full moon, opens the act of a live performance. People saw a vision of the artist standing on the surface of the moon actually performing the song. By actively involving the audience,we succeeded to take music videos to a whole new stage.

By choosing the Super-moon as a promotional media instead of typical video hosting services, we aimed to achieve a higher brand image and to raise awareness of the artist Uru. It is scientifically proven that full moons have a special power to affect us physically and emotionally. Choosing the moon compatible with the lyrics to stage the live performance, we wanted to move hearts at a deeper level.

Links

Website URL