Cannes Lions

AR MUSIC FES!

HAKUHODO, Tokyo / NTT / 2014

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Overview

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Credits

Overview

Description

The objective and challenge was to provide the experience of “people participating and connecting in the same place,” which was the theme for the smartphone also.

Execution

The venue for this is ROPPONGI, a subway terminal in a bustling district of TOKYO.

Since ancient times, JAPAN has had a ‘MATSURI’ culture (traditional festival) where crowds of people enjoy music while dancing around towers.

So the open ceiling of the passageway was used like a TOWER to hold a new type of MATSURI using the music of HATSUNE MIKU, Japan’s famous “VIRTUAL IDOL.”

The combination of AR technology that can utilize the nightscape of the Tokyo metropolis and the virtual idol, HATSUNE MIKU, has achieved a large-scale expression with huge impact.

Outcome

¦The promotion functioned well and achieved 15 million dollars in sales on the launch day.

¦A street corner become a 'concert venue' where anyone could join in and share the same enthusiasm. The crowd surrounding the building never stopped growing, resulting in 790,000 people witnessing this historical moment while sharing it widely across the Web and SNS.

¦The downloads reached 13,000; roughly the total number of people in a single massive event.

¦It was appeared over 127 domestic and foreign media outlets.

Once again, people connected through music in single atmosphere in a brand new way.

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