EMPATHIC JUKEBOX

TitleEMPATHIC JUKEBOX
BrandGLICO
Product / ServicePOCKY
CategoryB11. Use of Technology
EntrantGLICO ASIA PACIFIC PTE LTD Singapore, SINGAPORE
Idea Creation HAKUHODO INC. Osaka, JAPAN
Media Placement SPOTIFY JAPAN Tokyo, JAPAN

Credits

Name Company Position
TAKUTA AKAMATSU Hakuhodo Inc. Creative Director
ERI MIYAMOTO Hakuhodo Inc. Art Director
TAICHI ITO Futurek Inc. Designer
SO KAWAGUCHI Hakuhodo Inc. Technical Director
AKINARI KUROKAWA Hakuhodo Inc. Technical Director
TOMOHIRO ISHIZONO Futurek Inc. Technical Director
TATSUROU ARASE Futurek Inc. Programmer
SHUHEI YOSHIMOTO Hakuhodo Inc. Account Director
KAZUTA MIHARA Hakuhodo Inc. Account Manager
YASUHIRO TAKATSU Hakuhodo Inc. Account Executive
YASUHIRO YAMAMOTO Grit Inc. Agency Producer
KENICHI SEKI Futurek Inc. Agency Producer
NAO FUJISHIMA Futurek Inc. Agency Producer
SEITA FUKUNISHI DAC Media Manager
DAISHI SHIMIZU 21INCORPORATION Director
TAIKI ISHIHARA 21INCORPORATION Producer
REINA OGAWA Spotify Japan Media Manager
TETSUHISA FUJII Spotify Japan Media Manager

Why is this work relevant for Media?

This content is owned content of Pocky brand utilizing Spotify which is a music provider media.

Background

Pocky is well known as one of the famous chocolate snack in Japan and the brand message of Pocky is ‘’Share happiness!’’ However, the problem is that the awareness of Pocky and its brand message is low in ASEAN. This project began with the goal which is to develop digital content that is useful in worldwide to solve the problem.

Describe the creative idea/insights (30% of vote)

We choosed ‘MUSIC’ which is universal and makes people share happinesss as content theme. In long term, music has been used as theme of Pocky’s TVCM. Pocky and music are compatible. However, there are lots of digital contents using ‘Music’, so we decided to collaborate with Spotify. We tried to think how to merge idea which gets awareness of Pocky and ‘Share happiness!’ into playlist function which is big function in Spotify. And we thought of core idea that is to make customized playlist made by reading user’s occasion and the emotion of the moment with saying Pocky.

Describe the strategy (20% of vote)

Pocky’ main purchasing layer is male/female (from 15 to 29 years old). Pocky aims to get close to the user’s happy moment. Regarding with media, we not only tried to get traffic to the site with online AD, but also aime to make this contens shared on SNS in organic.

Describe the execution (20% of vote)

Pocky developed a jukebox powered by Spotify, which detects the state of user’s mind. We focused on the human voice to detect human emotions. We also paid attention to the research result that it’s superiority over facial expression to detect human emotions without racial differences. To detect human emotions from human voice, collaborating with AI venture company, we presume user’s 5 emotions (JOY/ENERGY/CALM/ANGER/SORROW) by a deep-learning 200,000 matching data of voices and emotions. Combination of 5 emotions score reached to 161,051 ways. In our content, we developed an auto-playing tailor-made playlist comprised from 40millions songs, which heighten the emotions of ‘’Joy’’ and ‘’Energy’’ and lower ‘’Anger’’ and ‘’Sorrow’’ by just saying Pocky. Users can make customized playlist alone, but users can make more happy playlist if they try to do with loved one or friends.

List the results (30% of vote)

1,616,455 * people in 9 countries (Japan/USA/China/Taiwan/Thailand/Indonesia/Malaysia/Philippines/Singapore) say Pocky and made customized playlist align with users emotion. Empathic Jukebox made people’s happiness, spread awarenesss of Pocky brand and penetrate brand message ‘Share happiness!’ to users.

Links

Website URL