BROADCAST by Dentsu Inc. Tokyo, Tha for Iida

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BROADCAST

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Industry Cell phones, Smartphones & Accessories, Mobile Communications
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Copywriter Satoshi Takamatsu
Producer Hiroaki Nakane
Photographer Toshiyuki Terauchi
Agency Tha
Creative Director Yugo Nakamura
Released February 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: KDDI CORPORATION
Product/Service: IIDA MOBILE PHONE
Agency: DENTSU
Agency: THA
Date of First Appearance: Feb 8 2010 12:00AM
Entrant Company: GROUND, Tokyo, JAPAN
Entry URL: http://www.ground-tokyo.com/awards/2010/CANNES/BC_04.html
Creative Director: Satoshi Takamatsu (ground)
Creative Director: Yugo Nakamura (tha)
Planner: Satoshi Takamatsu (ground)
Planner: Yugo Nakamura (tha)
Copywriter: Satoshi Takamatsu (ground)
Designer/Programmer/Video Editor: Sohei Kitada (tha ltd.)
Producer: Hiroaki Nakane (Robot Communications)
Production Manager: Masaki Matsumoto (Robot Communications)
Photographer: Toshiyuki Terauchi
Lighting: Takeshi Kamasuga
CG Producer: Masaki Yanai (Robot Communications)
Mixer: Koji Mito (aiin)
Music: Taeji Sawai (Qosmo)
Casting Producer: Radaaki Motoi (MTV Japan)
Casting Producer: Kojiro Nagai (MTV Japan)
Media placement: Website - YouTube/msn/Yahoo - 8.Feb.2010
Media placement: TV Campaign-5spots - MTV - 8.Feb.2010
Media placement: TieUp Website - MTV - 8.Feb.2010
Media placement: OOH - Shibuya/Tokyo etc - 8.Feb.2010
Media placement: FreePaper - HMV/Japan - 20.Feb.2010
Media placement: Digital Signage - HMV/Japan - 9.Feb.2010

Results and Effectiveness
As of March 2010, 6 artists have made an appearance. The traffic on the iida official website has clearly risen because the campaign has attracted artists' fans and also due to buzz on the web. And the freshness of the top page of iida's official website is being kept in tact.

Creative Execution
Websites that already boast high access have value as mass media regardless of whether such sites provide information about commercial products. That's why we decided to reposition iida's top page as a TV channel. Broadcasts are comprised of programmes and commercials. iida broadcast, too, is comprised of 20-second video clips of artists' performances and 5-second iida commercials. These 2 types of content are completely separated time wise. Therefore, appearing in the 'programmes' is different from appearing in 'commercials', so appearance fees were unnecessary.We proposed this business scheme to our client, and continued to negotiate with artists, record companies, and intellectual property organisations. In the end, these entities agreed to "regard top pages of corporate website much in the same way as they do TV channels." What is possible on TV is now also possible on websites.

Insights, Strategy & the Idea
Actually, the traffic on iida's website far surpassed the viewership on some cable TV channels. That's why we decided to reposition iida's top page as a TV channel. Websites with great traffic should no longer be considered narrowcasts; they have audience and impact worthy of being called broadcasts. What is possible on TV is now also possible on websites.