SWEETEST LOVE SONG by Dentsu Inc. Tokyo for Ariola Japan

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SWEETEST LOVE SONG

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Industry Records & Cinema Production
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Takashi Sakuma
Art Director Kimiko Sekido
Released February 2012

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: ARIOLA JAPAN
Product/Service: RAKE'S NEW SONG
Agency: DENTSU
Creative Director: Takashi Sakuma (Dentsu)
Planner: Ryu Tamogami (Dentsu)
Art Director: Kimiko Sekido (Dentsu)
Account Exective: Kei Terasaki (Dentsu)
Account Exective: Makiko Naito (Dentsu)
Media Plannner: Akinori Otani (Media Concierge)
Media placement: New Song Release Event - Nogizaka Square - 14 Feb 2012
Media placement: Digital PR - Yahoo , excite etc. - 14-15 Feb 2012
Media placement: TV PR - NTV, MXTV etc. - 15 Feb 2012
Media placement: News paper PR - Sponichi etc. - 15 Feb 2012

Summary of the Campaign
Rake was a fresh-faced musician who was still green. His new song was actually so sweet, but this song seemed not to have enough power to turn people's ears because of his little popularity. So, we changed the target from people's ears to their tongues.

Our idea was 'the sweetest Love Song made of chocolate'.

We released the new song by the world's first playable record made of chocolate on Saint Valentine's Day.

We gave only limited fans the chance to experience the sweet melody and taste the chocolate record, to create an information gap. This information gap created news that stimulated people into listening to the song.

Major news-websites and social-media covered the news. It was aired on many TV stations.
5m people enjoyed the sound of chocolate. The music video on YouTube was played over 100,000 times just one day.

As soon as we started to sell the song, it was ranked 4th place in the largest online music-store in Japan. Also it was ranked 1st in the love-song category.

The Situation
Rake was a fresh-faced musician who was still green. His new song was actually so sweet, but this song seemed not to have enough power to turn people's ears because of his little popularity.

The Goal
Our challenge was to make Rake's new song the number 1 ranked love song in the largest online music-store in Japan, running against far more popular musicians.

The Strategy
We changed the target from people's ears to their tongues.

Our idea was 'the sweetest love song made of chocolate''. We released the new song by the world's first playable record made of chocolate, on St. Valentine's Day.

Execution
We created the world's first playable chocolate record.

We held the new song-release event on Feb 14th, St. Valentine's Day.

Only 60 enthusiastic fans were invited.
We intentionally created an information-gap by giving only limited people the chance to experience the sweet melody and taste.

Once the official news-release and tweets by Rake and fans were released online, major news-websites and social-media quickly responded.
We stimulated people into listening to the chocolate’s sound. However, we set the song to be unavailable for listening via the website on that day.

The next morning, we delivered the chocolate record to TV stations.

Since it was becoming news, the new song of freshman was aired on many stations.

The music video on YouTube was played over 100,000 times just in a day.

Documented Results
5m people enjoyed the sweet sound of chocolate.

As soon as we started to sell the song, it was ranked 4th place in the largest online music-store in Japan.

Also it was ranked 1st in the love-song category. His new song literally became the sweetest love song in only 2 days.