Product / ServiceSINGLE CD
CategoryB01. Use of TV & Other Screens
Idea Creation DENTSU INC. Osaka, JAPAN
Media Placement DENTSU INC. Osaka, JAPAN
Production KOEI PLANNING, CO. Osaka, JAPAN

The Campaign

In order to create income sources other than idol fans' money, we thought of selling out MV as ad spot. And we actually made sales with "MV ad spot" at the MV of the idol 's song "Beboga!"

Creative Execution

At the live event where idol fans gathered, we screened the MV with advertisement for the first time. After that, we released MV to all over the world on YouTube.

·We actually earned advertisement revenue from 37 campanies and devoted to supplementing the production cost. · CD sales ranked 2nd in Japan (indies). · Because the business model "MV ad spot" got alot of attention, this MV were picked up in many media (3 magazines, 1 TV station, numerous web media) while the idol was not famous at that moment. · We were able to make an opportunity for idol fans and staffs to think of idol funding.

We actually sold MV as an ad spot and gained money. We opened up the possibility of a new income source for idol.

Insights, Strategy and the Idea

· Target audience - idol fans · Media planning - Advertisement was posted on the new MV whose idol fans are desperately seeing. · Approach - Advertising creatives were planned according to lyrics and shooting scenes.


Name Company Position
Ryo Fujii DENTSU INC. Art director / Film director
Aya Fukui DENTSU INC. Copywriter
Tomoko Ando KOEI PLANNING Co.,ltd Producer
Tomonori Izutani KOEI PLANNING Co.,ltd Production Manager
Ayaka Yamamoto KOEI PLANNING Co.,ltd Production Manager
Hijiri Funada SUGOI inc. Photographer
Mei Nakai Freelance Stylist
Miho Tanaka Freelance Hairstylist
Yu Kato Freelance Editor
MOHUKU chan Tekito Company ICC. CEO
Shinya Muraoka DENTSU INC. Producer
Video URL