DIGITAL ART FESTIVAL: DESKTOP INVADER

Credits:

Title: DESKTOP INVADER
Advertiser/Client: NHK ENTERPRISES
Product/Service: DIGITAL ART FESTIVAL
Entrant Company: HAKUHODO Tokyo, JAPAN
Sales Promotion/Advertising Agency: HAKUHODO Tokyo, JAPAN
Creative Credits
Name Company Position
Tsubasa Oyagi Hakuhodo Creative Director/Copywriter
Seiichi Okura Hakuhodo Creative Director/Copywriter
Koichi Kosugi Hakuhodo Art Director
Shoko Akutagawa Hakuhodo Creative Producer
Toru Suzuki Pyramid Film Quadra Producer
You Kamihiro Pyramid Film Quadra Interactive Designer
Hideyuki Aida Pyramid Film Quadra System Engineer
Hajime Watanabe Pyramid Film Quadra Production Manager
Details
Describe the brief from the client:
Draw tech-savvy young people's attention to digital art and have them come to Digital Art Festival Tokyo 2008.
Describe how the promotion developed from concept to implementation:
We developed a digital art widget called COTO-TAMA upon an old Japanese saying, words have souls. The messages typed through COTO-TAMA were transformed into a code which accumulated online. This code is 50 syllables with individual souls. The communication system that allowed you to code and decode messages, and the stylish design which was good for visual appreciation allowed us to jack our target's desktops with COTO-TAMA.We succeeded in creating a new community for digital art lovers. Also, COTO-TAMA acted as a direct marketing tool because organizers were able to send information about the event directly to the target.
Describe the success of the promotion with both client and consumer including some quantifiable results:
COTO-TAMA widget was the no.1 downloaded widget in Adobe Air Gallery in just 20 days. It was featured in many blogs and websites, a success as a viral content. At the festival, we executed an interactive outdoor event using the COTO-TAMA system. Without using any advertising fee, the number of people who went to Digital Art Festival Tokyo 2008 increased by 25% compared to the previous year.
Explain why the method of promotion was most relevant to the product or service:
Tech-savvy young people tend to block out traditional advertisement and gather information from social networking services and blogs. To get our message across to our target, it was best that our campaign itself was in a digital art form.