Why is this work relevant for Brand Experience & Activation ?

To become famous, the unknown twin actresses carried a green screen and allowed anyone to take pictures freely. The project was highly praised by small and medium enterprises, thanks to the system that they can use those pictures in their own media or advertising. Over 1000 companies utilized the service, and achieved over 300 million Earned impressions. As a result, they succeeded to appeal individually among many young people wanted to be celebrities. Here is the reason that this work relevant for Brand Experience & Activation category.

Background

The client or this project is "twin actress". There are tens of thousands of young people in Japan who want to be celebrities. Therefore, a big idea was needed to make the unknown twin actresses famous, for giving them a lot of work. There was no media budget. In other words, the project had to be successful only with the EARNED approach. Budget: $ 13,000 (Costumes, websites, and photographing)

Describe the creative idea (20% of vote)

The idea is "Green Screen Actress". Unknown twin actresses carry Green Screen. They walked around town or visited companies with a green screen on their back. Any companies or pedestrians are free to take pictures of them, and free to use those pictures in their own media or advertising. In other words, they can gain a lot of recognition by relinquishing portrait rights.

Describe the strategy (20% of vote)

We’ve set target to small and medium enterprises, which account for 99.7% of Japanese companies. They didn't have enough budget to spend large dollars for celebrities on advertising or their own media. It means that their marketing and PR approaches were limited. They inevitably used free ad material (Free Stock Photo Service), however, it was hard to find the right images comfortably. We thought that if they could get the material for free, they would be happy to use it in advertising and their own media.

Describe the execution (30% of vote)

　They carry Green Screen on their back on daily activities. By walking around the streets of Tokyo or Shibuya with a green screen, creating a chance for pedestrians to take pictures freely. We have also implemented the "Company Visiting Photo Session" as a way for companies seeking customized materials. Twins visit the companies offered on the website and hold a photo session. Live performances were also distributed through Instagram and Twitter to meet the needs of Internet users. In addition, over 1,000 patterns of photos which are easy to use for business has been opened on a website. The downloaded material can be edited at will, and used as advertising material. These different approaches have provided the ideal material for the company's creators.

List the results (30% of vote)

The project was highly praised by small and medium enterprises. *Over 1000 companies utilize the photos in their own media and advertising. *Free photo materials opened on website recorded 3 million downloads. *Over 300 million Earned impressions. A lot of media rush to interview twins. Some of them state that, "New way of communicating in the Digital Age by an unknown actress" or "A Breakthrough Strategy for Actress Involving Japanese Companies for Free". *Because of the fame newly gained from this project, it has been inundated with paid model offers from major Japanese companies and public institutions. (20 or more)