REDEFINING DISTANCE

Short List
TitleREDEFINING DISTANCE
ClientNTT DOCOMO, INC.
Product / ServiceNTT DOCOMO 5G MOBILE NETWORK TECHNOLOGY
CategoryD01. Touchpoint Technology & Tech-led Brand Experience
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

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.

The Brief

Budget - Online Media: 100 million JPY - Transit Advertising: 50 million JPY - Event: 180 million JPY - Graphics (Posters, OOH, etc.): 20 million JPY - Video: 50 million JPY

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.

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

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.

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

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

NTT DOCOMO built an ultra-high-speed, low-latency network with "5G" technology between three cities. It is NTT’s Advanced MMT, or media synchronization technology.It enabled synchronization at each level of network, transmission and video processing. We simultaneously delivered the vision of four cameras located in three venues.

Credits

Name Company Position
Amuse Inc. Universal Music LLC Perfume
NTT TechnoCross Corporation NTT Advanced Technology Corporation Nippon Telegraph and Telephone Corporation
Links
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