RELIEF DRAMA "LOVE OR CARP?"

TitleRELIEF DRAMA "LOVE OR CARP?"
BrandRCC BROADCASTING CO.,LTD.
Product / ServiceRCC TV 60TH ANNIVERSARY PROJECT
CategoryA08. Media / Entertainment
EntrantHAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN
Idea Creation HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN
Media Placement RCC BROADCASTING Hiroshima, JAPAN
Production GEEK PICTURES Tokyo, JAPAN
Production 2 RCC FRONTIER INC. Hiroshima, JAPAN

Credits

Name Company Position
Sanshiro Shimada HAKUHODO DY MEDIA PARTNERS Inc. Creative Producer
Yui Yamada HAKUHODO DY MEDIA PARTNERS inc. Planner / Scriptwritter
Yuki Matsushima HAKUHODO DY MEDIA PARTNERS Inc. Content Producer / Planner
Masahiro Kamio RCC BROADCASTING CO.,LTD. Chief Producer
Atsushi Eguchi RCC BROADCASTING CO.,LTD. Producer
Kenta Ueda RCC BROADCASTING CO.,LTD. Producer
Tomohiro Morishita GEEK PICTURES INC. Producer
Yuya Matsuno GEEK PICTURES INC. Production Manager
Keisuke Kuroyanagi Freelance Director
Shinya Matsuo Freelance Cinematographer
Fukutaro Inadome GEEK PICTURES INC. Graphic Producer
Takuo Yamamoto takuo.tokyo inc. Art Director
Takakazu Aoyama Amanaphotography Photographer

Why is this work relevant for Brand Experience & Activation ?

“Relief Drama” is a new form of entertainment that has revolutionized the TV viewing experience. It has created viewer hunger in the era of anywhere and anytime content. It has enhanced the engagement between the local area and RCC TV. And the audience gained a new appreciation for RCC’s reservation of longer broadcasting time slots. In recent years, TV media sales have fallen. This is because online film and mobile media used communication are increasing. However, this project solicited many sponsor companies because we effectively use high-value media

Background

Situation & Brief 2019 is the 60th anniversary of the founding of RCC TV. They briefed us and said that as a local broadcasting company, the 60th anniversary project should take a challenging approach. So, we started thinking, ‘What is “Hiroshima Uniqueness?” and ‘What is“RCC TV Uniqueness?’ Objectives Hiroshima Toyo Carp was the only locally-owned team in Japanese professional baseball. Hiroshima fans are known for being enthusiastic. Recently, young female fans called “Carp girls” have become a social phenomenon. Tickets are difficult to get because of the team’s popularity, so many fans watch live TV games. In Japan, broadcast slots are inflexible, and many channels end their broadcasts before games finish. RCC has a longer slot than other channels but baseball does not have fixed game times so sometimes games end early. This DEAD TIME in prime time was previously filled with wasteful game digests.

Describe the creative idea (20% of vote)

In Japan, the popularity of baseball has declined compared to the golden age, but the live broadcast of Carp games is the No.1 audience rated program in Hiroshima. Our idea is the world's first “Relief Drama”. It is a TV program that acts like a relief pitcher. It will air only when live baseball games end early. This will prevent the baseball audience from switching channels once the games end. Carp fans love their baseball team’s games. “Relief drama”, which airs only when games end early entertains fans much like the actual games. This story is about a “Carp girl” romance, with the audience as the main character. By using baseball broadcast frames such as replays and live commentary by real RCC baseball commentators, the audience can enjoy the game and the drama seamlessly.

Describe the strategy (20% of vote)

• Target audience The main target is enthusiastic Carp fans who watch the live baseball broadcast on RCC TV, and the drama series features them as the main character, because Carp fans are so enthusiastic that they strongly sympathize with other fans. approach ・Although RCC TV used to waste their time slots when the game ended due to the viewers switching channels, the use of the TV drama series that aired only when the game ended early turned the precious prime-time into SHOW TIME. ・All the locations are related to Carp. ・Many real carp fans appeared in the drama as extras. ・Leading lady throws the first pitch at Mazda Stadium. RCC promoted the drama on many shows and TV program guides in a newspaper. ・TikTok collaboration. #Carp cheering challenge.

Describe the execution (30% of vote)

Implementation The TV series titled "Love or Carp?", which airs only when the Carp game ends early. This drama have 11 episodes. The love comedy of a Carp fan girl as a main character who prioritizes Carp over love. Many ideas were reflected on the drama to trigger Carp fan's attention. One example was the uses of “Replays” in drama scenes, as it is used in baseball game. Many legendary popular Carp players and commentators also appeared. Timeline During Japanese professional baseball season from April to September. Placement On RCC TV program.  SNS, newspaper, PR and event. Scale The drama was aired when the game ended early. Every time it aired, it became a hot topic on SNS and received many requests for making it viewable on the net from Carp fans in all over Japan. Later, it was also distributed online video service so that everyone in Japan could

List the results (30% of vote)

Business impact – sales, donations, site traffic 1.RCC media sales increased acquiring new clients. 2."Relief drama" projects have been known as a successful solution in Japanese media and later the same format was adapted and implemented in other local TV channels such as Fukuoka prefecture. Response rate & Impressions 1.Audience rating increased In Japan, it is very difficult for TV dramas to exceed 20% audience rating, but this drama has recorded the highest audience rating of 23% in Hiroshima. No.1 primetime audience rating in Hiroshima. 2.Trend on Twitter Change in behaviour On social media, every time RCC broadcasted baseball live, the audience was waiting for a relief drama. Consumer awareness The audience gained a new appreciation for RCC’s reservation of longer broadcasting time slots.

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