Google DM HATSUNE MIKU by Hakuhodo Tokyo

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Industry Search Engines
Media Direct marketing
Market Japan
Agency Hakuhodo Tokyo
Creative Director Wataru Sasaki
Released May 2012


Cannes Lions 2012
Branded content & entertaiment lions Best use or integration of user-generated content Bronze
Direct Lions Corporate Image & Information Bronze

Credits & Description

Type of entry: Product & Service
Category: Corporate Image & Information
Advertiser: GOOGLE
Product/Service: GOOGLE CHROME
Creative Director: Wataru Sasaki (Crypton Future Media)
(Crypton Future Media)
Describe the brief from the client
The shared goal of Google and music software company Crypton for this direct campaign was to encourage people to participate in creativity on the Web.
The target audience is anyone who has the desire to express his/her own creativity through music, illustrations, animations, etc. By appealing to the general public creative possibilities for the future of the Web, the strategy of the campaign was to create not a single content, but a culture which generates infinite branded content.

Creative Execution

The strength and originality of the creative were that the film -a consolidation of people who make creations on the Web through Hatsune Miku- and the song -an anthem for creative freedom- led to the acceleration of creativity by inspiring even more people to participate in this chain of creativity on the Web.
This campaign effectively demonstrates Google’s ability to instigate a movement that empowers the possibilities of a creative culture on the Web.

Describe the creative solution to the brief/objective.

The projected response rates was 0.7m views of the film, and 2m views of creations inspired by the film.
In order to achieve the goal of encouraging more people to create on the Web, we showed that Hatsune Miku, a virtual singer (music software), is backed by millions of creators. By making a video that consolidates the users of the software and their works, along with a song that is an anthem for creative freedom.
The result was 5 times more than the numbers set for the initial goals.

Describe the results in as much detail as possible.

The result is the following:
Media coverage in 40 countries.
US$25m worth of free publicity.
Distribution of the anthem to 216 countries.
No.1 on both iTunes overall chart and Amazon.
3.5m YouTube views of the symbolic film.
On top of that, the film and anthem inspired a large body of fan-made derivative works, and received more than 10m total views.