KARAOKE SOLUTION by Dentsu Inc. Tokyo for Nikkan Gendai

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KARAOKE SOLUTION

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Industry Newspapers
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Megumi Sakashita
Art Director Shintaro Tagashira
Designer Takaharu Kawachi
Photographer Jiro Kodama
Released September 2012

Credits & Description

Category: Best use of Broadcast
Advertiser: NIKKAN GENDAI
Product/Service: NEWSPAPER RE-LAUNCH
Creative Director, Copy Writer: SATOSHI UMEDA (DENTSU INC.)
Creative Director: MEGUMI SAKASHITA (DENTSU INC.)
Art Director: SHINTARO TAGASHIRA (DENTSU INC.)
Creative Producer: TOMOKO KANNO (DENTSU INC.)
Designer: TAKAHARU KAWACHI (KNET.Co.,Ltd.)
Photographer: JIRO KODAMA (Freelance)
Music Producer: KOICHI FUJINO (KINGRECORDS.Co., Ltd)
Music Producer: TADAYOSHI MIZUKAWA (KINGRECORDS.Co., Ltd)
Music Producer: YOUSUKE WATANABE (KINGRECORDS.Co., Ltd)
Musicvideo Producer: AKIRA SUZUKI (Pict INC.)
Musicvideo Director: SHINYA KAWAKAMI (Pict INC.)
Musicvideo Cameraman: YUICHI NAKAMURA (Pict INC.)
Account Executive: SHUNTARO KIKUCHI (DENTSU INC.)
Account Executive: TATSUYA OMOTANI (DENTSU INC.)
Account Planner: KOH KIGAWA (DENTSU INC.)
Account Planner: KEISUKE HASEGAWA (DENTSU INC.)
Marketing Executive: HIROKI NODA (DENTSU INC.)
Marketing Planner: AI FUJITA (DENTSU INC.)
Artist Management: KOYAMA TORU (TAKE ONE OFFICE.Co.,Ltd.)
Media placement: CD Release - KING RECORDS - 7 Dec 2010
Media placement: KARAOKE - Several KARAOKE Distributors - 7 Dec 2010
Media placement: OOH Ad - Several Stations In Tokyo - 7 Dec 2010
Media placement: Extra Editions - Several Places In Tokyo - 7 Dec 2010
Media placement: Tabloid Newspaper Ad - Daily GENDAI - 25 Oct 2010

Summary of the Campaign
There are only two 'enjoyments after work' for workers who have a salary in Japan. One is to read tabloid newspaper. And the other is to drink and sing karaoke.

The sales of main tabloid newspaper 'Daily GENDAI' had fallen. Our goal was to increase sales within an only 5 million yen budget.

For the solution, we used karaoke that was the other enjoyment as a medium for
communication. The number of karaoke rooms in Japan exceeds 128,000. It is the big media that nobody begins on yet.

A mere advertisement will not be effective this time. Therefore, we produced music 'Forget the Past, Seize the day' and released a CD single with the leading Japanese celebrity who has the salaried worker image.

We performed several activities (OOH, newspaper ad, PR and more) with the release of a CD. In karaoke rooms, we aimed to ensure singing this song (publishing extra editions, making PV and more). We replaced all of them with Daily

GENDAI.
- The sales of Daily GENDAI rose 15%.
- The new newspaper logo enhanced its presence.
- Over 50,000 salaried workers sang this song.
- 77 million yen worth of media exposure from a limited budget. (ROI:1540%)

The Situation
The sales of main tabloid newspaper 'Daily GENDAI' had fallen.

The Goal
Our goal was to increase sales with only a 5 million yen budget.

We set numerical targets for more than 10 times worth of media exposure from a limited budget and a 10 percent increase of Daily GENDAI's sales.

The Strategy
There are only two 'enjoyments after work' of salaried workers in Japan. One is to read tabloid newspapers. And the other is to drink and sing karaoke.

For the solution, we used karaoke that was the other enjoyment as a medium for
communication. The number of karaoke rooms in Japan exceeds 128,000. It is the biggest medium that Japanese people do not know of.

A mere advertisement will not be effective enough. Therefore, we produced music 'Forget the Past, Seize the day.' and released a CD single, that is able to receive empathy from salaried workers and performed each measure.

We appointed the leading Japanese celebrity who has the salaried worker image and let him function as an icon of all communications.

Execution
STEP 1: Setting of character
- We appointed the leading Japanese famous talent who has the image of a worker
- We let him function as an icon of all communications.

STEP 2: Processes to sing in karaoke
- We performed outdoor advertising, press advertising, PR activity in conjunction with release
of a CD and made salaried workers aware of it.
- We circulated extra editions, broadcasted the song as BGM, and ran the promotion video in karaoke in order to prompt singing.
- We replaced all of them with Daily GENDAI.

Documented Results
- The sales of Daily GENDAI rose 15%.
The lyric raises sympathy. And the replaced newspaper or logo enhanced its presence.
- Over 50,000 salaried workers sang this song.
The experience to sing the song in karaoke built the bond which ties consumers and a Daily GENDAI. This leads consumers to buy more newspapers.
- The released CD was ranked No.3 on Amazon.
- 77 million yen worth of media exposure from a 5 million yen budget. (ROI : 1540%)
The publicity in TV programs, radio programs and magazines were obtained.
- The measure of Daily GENDAI was occasionally published as news in other newspapers.

From now on, it will become a standard to use karaoke as a medium in advertisements targeted to workers.