| Title | THE DRAW-ALONG SONG WITH NO ANSWER |
| Brand | SUNTORY HOLDINGS LIMITED |
| Product / Service | GREEN DA・KA・RA |
| Category | D02. Use of Mobile & Devices |
| Entrant | DENTSU CREATIVE X INC. Tokyo, JAPAN |
| Idea Creation | SUNTORY Osaka, JAPAN |
| Idea Creation 2 | DENTSU INC. Tokyo, JAPAN |
| PR | DENTSU INC. Tokyo, JAPAN |
| Production | DENTSU CREATIVE X INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Ayaka Taniguchi | Suntory Holdings Limited | Creative Director |
| Ryuichiro Akamatsu | DENTSU INC. | Creative Director/Composer |
| Hiroshi Koike | DENTSU INC. | Creative Director |
| Shinnosuke Matsuyoshi | DENTSU INC. | Planner/Copywriter/Songwriter |
| Shintarou Murakami | DENTSU INC. | Planner/Creative Technologist |
| Yoichi Kanazawa | kaibutsu inc. | Producer |
| Ryota Mishima | kaibutsu inc. | Designer |
| Tetsu Muramoto | blus inc. | Account Executive |
| Yusuke Katayama | DENTSU INC. | Account Executive |
| Hideaki Iwai | Dentsu Creative X | Producer |
| Souhei Higashi | Dentsu Creative X | Production Manager |
| Yu Matsuoka | Dentsu Creative X | Director |
| Satoko Imazu | freelance | Camera |
| Naomi Okuyama | DIGITAL GARDEN Inc. | Offline Editor |
| Yoshinori Kikuchi | DIGITAL GARDEN Inc. | Offline Editor |
| Hiroki Okumura | DIGITAL GARDEN Inc. | Sound Mixer |
| Yuichi Enoki | Step Corporation | Music Producer |
| Toshiro Yokota | Suntory Holdings Limited | Product Manager |
| Mayumi Kobayashi | Suntory Holdings Limited | Promotion Producer |
| Minami Watanabe | DENTSU Inc. | Account Executive |
| Kentaro Okada | Dentsu Digital Inc. | Media Planner |
| Yohei Takahashi | Dentsu Public Relations Inc. | PR Planner |
Beverage brand ‘GREEN DAKARA’ aimed towards parents and kids, developed an Amazon Alexa skill “THE DRAW-ALONG SONG WITH NO ANSWER”, to cultivate flexible thinking. Japanese children play so-called “draw-along songs,” where you draw along with a song’s instructions. These usually have a final goal: a drawing to complete. However, there is no final answer with this draw-along song. The songs are automatically generated. The user draws whatever they associate with the song’s lyrics, so, every drawing is different.
The overall budget of this work was around $200,000. The breakdown of costs is $120,000 for making Amazon Alexa Skill and making songs, $800,000 for web movies production and social media spreading measures.
We created Amazon Alexa Skill and delivered it to Amazon Echo in Japan through Amazon Alexa platform. This skill launched in August, a Japanese summer vacation for children so that parents and kids spend time with each other on playing with the skill. After launching, trial articles with multiple web medias were published and they were spread by the users of social media such as Twitter and Instagram.
Beyond just enjoying playing with the skill, children also shared what they created with each other and learned from one another, whilst freely expanding their own imagination. Adults were also interested in this project and recognized the value of this new skill.
Japanese kids have been brought up in an education system, where they are taught to look for one answer to every problem. For that reason, there is a strong tendency to think there is only one correct solution to a problem. To solve this problem, beverage brand ‘GREEN DAKARA’ aimed towards parents and kids, developed an Amazon Alexa skill, “THE DRAW-ALONG SONG WITH NO ANSWER” to cultivate flexible thinking. In this way, this skill strengthened the brand image that ‘GREEN DAKARA’ supports the healthy growth of kids.
The target audience of this work is parents and kids. In Japan, the Amazon Echo was released in April of 2018, and interest in Amazon Alexa skills was rising. Also, the skills category for children was opened in July and interest in Amazon Echo from parents and kids was rising. So, we created an Amazon Alexa Skill which targeted parents and kids and distributed it throughout Japan to strengthen the brand image that ‘GREEN DAKARA’ supports the healthy growth of kids following the fashion of the day.