TV PROGRAM NAVIGATION APP by Hakuhodo DY Media Partners Tokyo for Nhk Japan Broadcasting Corporation

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TV PROGRAM NAVIGATION APP

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR
Market Japan
Agency Hakuhodo DY Media Partners Tokyo
Art Director Azumi Maruyama
Producer Kensuke Joji, Keitaro Satoh
Released January 2010

Credits & Description

Category: Publications & Media
Advertiser: NHK (JAPAN BROADCASTING CORPORATION)
Product/Service: TV PROGRAMME
Agency: HAKUHODO DY MEDIA PARTNERS INC.
Date of First Appearance: Jan 26 2010 12:00AM
Entrant Company: HAKUHODO DY MEDIA PARTNERS INC., Tokyo, JAPAN
Producer: Kensuke Joji (Hakuhodo DY Media Partners)
Producer: Keitaro Satoh (Hakuhodo DY Media Partners)
Art Director: Azumi Maruyama (Hakuhodo DY Media Partners)
System Planner: Akira Masuzawa (Hakuhodo DY Media Partners)
Development Engineer: Hiroya Domon (Hakuhodo DY Media Partners)
TV Program Management: Yuji Suzuki (NHK (Japan Broadcasting Corporation))
Development Management: Takahiko Sueyoshi (Koozyt)
Development Management: Atsushi Shinozaki (Koozyt)
Technical Management: Koshiro Mitsuya (Koozyt)
Technical Management: Akihiro Hara (Koozyt)
Media placement: TV Program - Buratamori - 28 Jan 2010
Media placement: Apple Store - iPhone App - 26 Jan 2010

Describe the objective of the promotion.
NHK, Japan’s sole public broadcaster, similar to BBC, has been facing the issues of aging viewers and growing disinterest among younger audience. To combat the situation, we developed a location-based content distribution and navigation application on iPhone to engage young viewers with the NHK program. This new app delivers NHK’s popular city-excursion program on iPhone based on the viewers’current location. The new app successfully engaged young viewers by creating a completely new touch point and viewership doubled after the service launch.

Describe how the promotion developed from concept to implementation
Original video database platform, which delivers TV program based on location, allowed us to urge viewers to watch the program on the go, at the exact location introduced in the program, while making use of the navigation function of the iPhone app. As an additional branding initiative, we also developed a camera function to add different decorations on the commemorative photos taken at the sites, such as putting on a pair of sunglasses yourself that a celebrity wore in the program, etc.

Describe the success of the promotion with both client and consumer including some quantifiable results
App downloads exceeded 80,000 in just two weeks after service launch, becoming the 3rd highest ranking app overall and the first in the entertainment category in Japan. TV program contents on app were viewed 200,000 in a month, and the viewership among age 10-39 doubled on terrestrial TV compared to the season before the service launch. Location-based TV contents delivery and navigation services successfully engaged young viewers to the TV program.

Explain why the method of promotion was most relevant to the product or service
By watching and experiencing the program at the actual location, the viewers get a deeper understanding of the site as well as a first-hand experience of what the celebrity had experienced. We conducted a launch event at the Apple store located in the middle of Tokyo, Ginza, where many young people visit every day, and earned huge media coverage in online news and social networking sites, newspapers, TV, and Twitter. As a result, the program’s viewership doubled among young viewers.