|Title||THE UNFINISHED MUSIC VIDEO|
|Product / Service||ZESPRI KIWIFRUIT|
|Category||A02. Use of Social / Digital Platform|
|Entrant||DENTSU INC. Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|PR||DENTSU INC. Tokyo, JAPAN|
|Production||AOI PRO. INC. Tokyo, JAPAN|
|Production 2||PLUG Tokyo, JAPAN|
|Production 3||MEET & MEET Tokyo, JAPAN|
|Production 4||BIRDMAN Tokyo, JAPAN|
|Keiji Tajima||DENTSU INC.||Executive Creative Director|
|Yuichi Kitada||DENTSU INC.||Creative Director|
|Kimiko Sekido||DENTSU INC.||Art Director|
|Maiya Kinoshita||DENTSU INC.||Copywriter|
|Sumina Sugita||DENTSU INC.||Agency Producer|
|Junya Takahashi||DENTSU INC.||Agency Producer|
|Tatsuma Sasaki||AOI Pro. Inc.||Producer|
|Hiroki Tokumura||AOI Pro. Inc.||Producer|
|Kaori Tamura||AOI Pro. Inc.||Production Manager|
|Sezan Iseda||AOI Pro. Inc.||Director(Online Film)|
An exciting example of use of social and digital platform inviting many to join the music video and changing the perspective towards kiwifruit. The release of our unfinished music video and "Underground Idol Approach" ignited our fan's enthusiasm. We earned more than 65,000 entries from all kinds of participants including celebrities and rival idols.
In Japan, over 50% of the young generation do not consume fresh fruit at all. They are more interested in foods that are instagram-worthy. The humble-looking kiwifruit needed to find a way to tap into youth interest and gain popularity.
We decided to turn our kiwifruits into "Underground idols": Idols who are typically average-looking but thrive from their few, but passionate and supportive fans. Since we knew that the incompleteness is what ignites the fan's enthusiasm to support us, we released an unfinished music video with missing components and work in progress scenes.
Target audience: Young people and their parents. Target media: Music programs on national broadcasts. Approach: The chaotic music video went viral because it was unfinished.
"The Kiwifruit Idols made their debut in the TVC. As more and more people got hooked on the catchy song, we released the unfinished music video on Youtube, Twitter, Instagram, and TikTok. People were able to participate however they wanted: dancing, cooking, nail art, funny tweets, etc. We didn't just complete our music video by the end of the month, but we also achieved stardom by being invited on a popular music TV show in collaboration with one of Japan's top idol, AKB48. “
Sales: 121% (Best sales ever for Zespri Kiwifruit in Japan) Brand Searches: 250% Participants: 65,000+ entries Music Video: 12,000,000+ organic views