Chukyo Tv Broadcasting Promo, Case study PROJECT FOR 100% VIEWER RATING by Dentsu Inc. Chubu Nagoya

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Chubu Nagoya
Director Hideyuki Kojima
Executive Creative Director Kazunori Kazama
Creative Director Masashi Nakayama
Art Director Michihito Dobashi
Copywriter Daisuke Sato, Kotoha Tanaka
Designer Natsuki Shimizu, Yosuke Sone, Okuda Masayoshi
Producer Tsutomu Kondo
Photographer Yoshiyuki Hata
Released October 2010

Credits & Description

Category: Best Consumer Engagement
Date of First Appearance: Oct 4 2010
Entrant Company: DENTSU CHUBU, Nagoya, JAPAN
Executive Creative Director: Kazunori Kazama (CHUKYO TV BROADCASTING COMPANY)
Creative Director: Masashi Nakayama (DENTSU CHUBU)
Copywriter: Daisuke Sato (DENTSU CHUBU)
Art Director: Michihito Dobashi (DENTSU CHUBU)
Copywriter: Kotoha Tanaka (DENTSU CHUBU)
Designer: Shimizu Natsuki (TAKI C1)
Producer: Tsutomu Kondo (C3FILM)
Photographer: Yoshiyuki Hata
Director: Hideyuki Kojima (CHUKYO VIDEO CENTRE)
Agency Producer: Yuji Uehara (DENTSU CHUBU)
Designer: Okuda Masayoshi (TAKI C1)
Designer: Yosuke Sone (TAKI C1)
Production Manager: Kozo Adachi (C3FILM)
Media placement: TV Campaign-2spots - Chukyo Television - 4 October 2010
Media placement: Newspaper - Yomiuri Newspaper, Chunichi Newspaper - 4 October 2010
Media placement: Out-Of-Home Advertising - Metro, Meitetsu Line, Kintetsu Line, Japan Railways - 4 October 2010

Insights, Strategy & the Idea
Increasing viewer ratings is the greatest goal at Japanese television stations.
But thanks to remote controls, viewers can change channel easily from Chukyo Television to other channel.
If viewers can't change channel from Chukyo Television, viewer ratings will increase.
So we established a special television remote control at the core of this promotion.

Creative Execution
Our idea was to present viewers with a remote control that prevents them from “cheating” by watching the programming of other stations. In other words, a remote control that only has a single button for watching Chukyo Television. This remote control only allows viewers to watch Chukyo Television. We promoted our remote control mainly through the company’s low-cost television commercials, as well as through newspapers and out-of-home advertising.
Application was only possible through an application screen which was displayed by pressing the digital button while watching Chukyo Television.
In other words, viewer ratings were naturally increased when viewers applied for a remote control.

Results and Effectiveness
The promotion was a great success, with an overwhelming 240,000 accesses compared to available presence of 800 remote controls. 40% of target felt like watching Chukyo Television after getting the remote control.
20% of them had positive a feeling toward Chukyo Television following the campaign.