WALKMAN PROJECT by AOI Pro., Frontage for Sony Walkman

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WALKMAN PROJECT

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Japan
Agency AOI Pro.
Agency Frontage
Director Kyoko Funakoshi
Copywriter Takeo Nakazawa
Editor Koji Muranaka, Shinichi Takamura
Released November 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: SONY MARKETING (JAPAN)
Product/Service: WALKMAN
Agency: FRONTAGE
Date of First Appearance: Nov 7 2009 12:00AM
Entrant Company: AOI ADVERTISING PROMOTION, Tokyo, JAPAN
Entry URL: http://www.sony.jp/playyou/
Creative Director,Copywriter: kotaro Shimada (Frontage)
Copywriter: Takeo Nakazawa (Frontage)
Art director: Kuniyasu Obata (Frontage)
Creative Producer: Toru Matsui (Frontage)
Promotion Producer: Kazuhiro Miyajima (Frontage)
Promotion Planner: Miki Kato (Frontage)
Exective Producer: Jin Ebashi (Aoi Advertising Promotion)
Production Manager: Tomoya Mizuno (Aoi Advertising Promotion)
Production Manager: Taiki Uekawa (Aoi Advertising Promotion)
Production Manager: Kouhei Yoshiyama (Aoi Advertising Promotion)
Director: Kyoko Funakoshi (CluB_A)
Director of Photography: Toyotaro Shigemori
Director of Photography: Yuji Morihara
Manager: Toshiki Nakamori
Grip: Kazuya Kozuka
Editor: Koji Muranaka
Editor: Shinichi Takamura
Event Producer: Masahiko Ushio
Event Director: Kazuyuki Okuzumi
Media placement: TV Campaign - TBS/CX Etc. - 20 October 2009
Media placement: Event Campaign - Yokohama, JAPAN - 7 November 2009
Media placement: Web Campaign - Yahoo! Japan - 12 October 2009
Media placement: Mobile Campaign - Mixi/MOBILE GAME - 13 October 2009
Media placement: School Campaign - 1002 High Schools In Japan - 13 October 2009
Media placement: Radio Campaign - TOKYO FM - 19 October 2009
Media placement: 2nd TV Campaign - TBS/CX Etc. - 5 December 2009

Describe the objective of the promotion.
To create a campaign that enables Sony Walkman to regain the attention by taking back the number one share from iPod. The target was Japanese teenagers who did not even know the existence of a walkman.

Describe how the promotion developed from concept to implementation
Using web, mobile and school media, we approached high school students all over Japan, recruiting new members for a new vocal unit group with their favorite pop artist Yui Aragaki. With the chosen 3,000 teenagers and the artist, we formed a vocal group named “Boys & Girls Gakkie-Dan” (named after the nickname of the artist) And then, we created the event for recording and shooting a music video and commercials.

Describe the success of the promotion with both client and consumer including some quantifiable results
Walkman was a sentimental brand for Japanese people with its history. However, it became an old brand for the younger generation. It was necessary to deliver the essence of walkman to teens by connecting them with music through emotional experience and also remind the older generation with that essence. This was the only market in the world, Walkman surpassed iPod with its market share in Japan. For the first time in 5 years Walkman made 43% share where iPod only made 42%. The WEB play viewing became 1,500,000 in a two month period. The promotion created an effect worthy of 250 million yen, and was picked up on various media.

Explain why the method of promotion was most relevant to the product or service
New Walkman has a new feature of displaying the lyrics along with the song it’s playing. It provides users with the experience of singing with their favorite artist. This event is the actualisation of that.