Kddi Corporation Promo, Case study IS PARADE by Hakuhodo Tokyo


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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Japan
Agency Hakuhodo Tokyo
Director Yoshifumi Nakagawa, Fumio Shiosaka
Art Director Yuko Nishimura
Producer Hiroshi Hori, Kenji Kamiya, Tetsuya Hashimoto, Kenichi Seki
Released April 2010

Credits & Description

Category: Best Use of Social Media Marketing
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: HAKUHODO, Tokyo, JAPAN
Entry URL:
Producer: Hiroshi Hori (Hakuhodo)
Producer: Kenji Kamiya (spicebox)
Producer: Tetsuya Hashimoto
Producer: Kenichi Seki (AID-DCC)
Planner/Copywriter: Tomohiko Hayashi (Hakuhodo)
Planner/Copywriter/Creative Director: Kensuke Sembo (exonemo)
Flash Developer/Director: Tomohiko Koyama (AID-DCC)
Flash Developer: Masashi Ohashi (AID-DCC)
Director: Fumio Shiosaka
Director: Yoshifumi Nakagawa (AID-DCC)
Sound Production: Keisuke Tominaga (Grand Funk)
Art Director: Yuko Nishimura
Designer/Illustrator: Aki Aoki
Technical Director: Yousuke Iwamoto
Technical Director/Programmer: Takanobu Izukawa (AID-DCC)
Programmer: Masaru Kinoshita (AID-DCC)
Project manager: Yuki Anshita
CG Animation: Eiichi Shimoda (Hu-sha)
Account Executive: Yuki Ogata (Hakuhodo)
Web Marketer: Sumito Takayama (spicebox)
Media placement: Web Site - ITmedia - 30.Apr 2010
Media placement: Web Site - twinavi - 28 Apr 2010
Media placement: Web Site - MSN - 30 Apr 2010
Media placement: Web Site - infoseek - 30 Apr 2010
Media placement: Web Site - nifty - 30 Apr 2010
Media placement: Web Site - excite - 30 Apr 2010
Media placement: Web Site - yahoo - 30 Apr 2010
Media placement: Web Site - livedoor - 1 May 2010
Media placement: Web Site - tweetbuzz - 2 May 2010

Results and Effectiveness
After one week from launch, the parade gained so much popularity that a tweet about it appeared once every one to two minutes on Twitter. In that week alone, more than 80,000 parades were made, and it reached more than 500,000 views, and counting.

Creative Execution
To become a salient topic of discussion on Twitter, one of the fastest expanding social media in Japan, we created a virtual parade for the users and their followers. The parade visualises the user's happy relations with all of their friends, which provided a social motivation for them to tweet about the parade.

Insights, Strategy & the Idea
The core target of “IS series”, a new android mobile phone released on early July, were the geeks. Our goal was to become the buzz on social media in order to widely appeal to our target.