THE UNFINISHED MUSIC VIDEO

TitleTHE UNFINISHED MUSIC VIDEO
BrandZESPRI INTERNATIONAL(JAPAN)K.K.
Product / ServiceZESPRI KIWIFRUIT
CategoryA09. Excellence in Music Video
EntrantDENTSU 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

Credits

Name Company Position
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
Keiichiro Kyuma Freelance Director(TVCM)
Sezan Iseda AOI Pro. Inc. Director(Online Film)

Why is this work relevant for for Music?

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.

Background

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.

Describe the creative idea

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.

Describe the strategy

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.

Describe the execution

"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. “

Describe the outcome

Sales: 121% (Best sales ever for Zespri Kiwifruit in Japan) Brand Searches: 250% Participants: 65,000+ entries Music Video: 12,000,000+ organic views

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