Title | MOON LIVE |
Brand | SONY MUSIC ENTERTAINMENT |
Product / Service | URU |
Category | A13. Excellence in Audience Engagement & Distribution Strategy |
Entrant | DENTSU 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 |
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 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.
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.