NTT DoCoMo Promo, Case study MY MUSIC VIDEO by Dentsu Inc. Tokyo

Adsarchive » Promo , Case study » NTT DoCoMo » MY MUSIC VIDEO


Pin to Collection
Add a note
Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Account Supervisor Yuuki Takahara
Released November 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: NTT DOCOMO
Agency: DENTSU
Date of First Appearance: Nov 16 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL:
Advertising Executive: Tsuyoshi Chiba (MTV Japan)
Advertising Manager: Tsuyoshi Annen (MTV Japan)
Digital Senior Manager: Daisuke Houjo (MTV Networks Japan)
Digital Manager: Manabu Yatabe (MTV Networks Japan)
Music Senior Manager: Takayuki Suzuki (Universal Music)
Music Manager: Seiichiro Kunugi (Universal Music)
System Planner: Yoshinori Washizu (Sprasia)
Media Supervisor: Shinjiro Kawai (Dentsu)
Account Manager: Toshihiro Nakagawa (Dentsu)
Account Supervisor: Yuuki Takahara (Dentsu)
Media placement: Mobile Campaign - Mobile Phone - 16/11/2009

Results and Effectiveness
1,300 original music videos were created and they were played 6,000 times. The page views of the site achieved over a 100,000. It also became a promotional tool for artists where their CD sales went up and a new form of communication was developed between the artists and fans. Many artists were amazed at the result.

Creative Execution
An original music video was created within the service by combining the music from top Japanese artists and mobile video that the users send in. That music video can be sent through the mobile email as a gift to friends and family. By connecting the artist, user and music video, people were able to communicate to one another in a totally new way with their mobile phone.

Insights, Strategy & the Idea
A decline of mobile phone usage (as a communication tool) was seen and an alternative revenue scheme was needed. Positioned the mobile phone as a "Tool for Making Your Wish Come True" and was branded around the world. Created a 'New Way to CONNECT with people'.