AKB48 on Google+ by Ground Tokyo for AKB48

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AKB48 on Google+

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Industry Culture, Leisure & Sport
Media Print, Magazine & Newspaper
Market Japan
Agency Ground Tokyo
Producer Tatsuro Aono, Yu Kimoto, Tatsuya Ishikawa
Released June 2012

Awards

Cannes Lions 2012
Mobile Lions Entertainment, Lifestyle and Leisure Bronze

Credits & Description

Type of entry: Mobile Websites And Web Apps
Category: Entertainment, Lifestyle and Leisure
Advertiser: AKB48
Product/Service: AKB48
Agency: GROUND Tokyo, JAPAN
Advertiser AKB48
Product AKB48
Entrant GROUND Tokyo, JAPAN
Type of Entry: Mobile Websites And Web Apps
Category: Entertainment, Lifestyle and Leisure
Title: AKB48 on Google+
Advertiser/Client: AKB48
Product/Service: AKB48
Entrant Company: GROUND Tokyo, JAPAN
DM/Advertising Agency: GROUND Tokyo, JAPAN
Chief Creative Director: Satoshi Takamatsu (Ground Tokyo)
Producer: Tatsuro Aono (Ground Tokyo)
Producer: Yu Kimoto (Ground Tokyo)
Producer: Tatsuya Ishikawa (Ground Tokyo)
Brief Explanation
AKB48 is a Japanese pop idol group comprised of 243 members born in Akihabara, the centre of OTAKU culture.
They began as 'pop idols you can go see' and they weren’t celebrities who appeared on TV but rather they were idols you watched perform live, and with whom you could shake their hands in a small theatre.
But as their popularity grew, AKB48 became 'pop idols you could never see'.
MISSION:
- To create a new system that would allow AKB48 members and fans to keep and grow their engagement.
- Transform AKB48 into a 'pop idol group' of this new smartphone, SNS era.

IDEA
We proposed a new way of being for AKB48, that is, a pop idol group that sings, dances, and shares. All the 243 members started to share their joy, sadness, ideas, and problems on Google+ with their smartphones provided. Their posts were translated into 6 different languages daily so fans around the world could also get involved.
This activity instantly created a buzz, and not only the AKB48’s Google+ followers increased rapidly but also their activity on Google+ triggered various other activities extending the possibility of Google+. AKB48 could communicate better with fans and also between members themselves with Google+.

RESULTS:
The campaign drew unprecedented interest and featured on many medias off and on line.
AKB48’s followers reached 10m. That’s more followers on Google+ than any celebrity around the world.
The 15m +1s they receive far surpass those of President Barak Obama and Lady Gaga!
Using smartphones and Google+, AKB48 made a transformation from 'pop idols you can go see' into 'pop idols that share every aspect of their lives'.