Why is this work relevant for Brand Experience & Activation?

This work offers us a way to address recent challenges affecting TV advertising and Live events. It is a re-imagining of live music and event production on TV, in a way that makes it possible for thousands of people to gather in one place.

Background

The Covid-19 pandemic has placed limitations on live events. Artists have been missing out on connecting with their fans, while the fans are stuck at home, in front of their TVs with few other options. What can we do, for artists and their fans?

Describe the creative idea (20% of vote)

Google Pixel builds a partnership with Kaze Fujii, one of the hottest artist in Japan. One night, Google Pixel aired a brand new live music event on TV that brought thousands of people together in one place. A TV commercial where you can experience a series of stories while zapping and chasing after Kaze Fujii as he moves through 5 different TV channels. Once all commercials have been played on the 5 channels, Kaze Fujii is zapped from the TV and onto YouTube, for the release of his music video. Thousands of Kaze Fujii’s fans “zapping” away in front of their TVs, all at same time, can share a real interactive live show experience.

Describe the strategy (20% of vote)

The target demographic is made up of people highly sensitive to their entertainment. We will feature a YouTube artist, which will encourage them to join the live music event on TV and take up the challenge via a more traditional TV commercial.

Describe the execution (30% of vote)

Before the event: Create a buzz around the event on social networking sites and music media so that the target audience will talk about it and attend the event. On the day of the event: A live TV commercial event was held when the buzz was at its peak. After the event: By directing people to YouTube, the music video also became a hot topic.

List the results (30% of vote)

<Music Video> The NO.1 Trending Video on YouTube with 4 million views. <SNS > 5 times* more impressions, and 4 times* more engagement on social media. ※Year-on-year Thousands of Kaze Fujii’s fans “zapping” away in front of their TVs, all at same time, can share a real interactive live show experience.