Cannes Lions

KARAOKE VIDEO SERVICE FOR MOBILE PHONE

DRILL, Tokyo / AVEX BROADCASTING & COMMUNICATIONS / 2010

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Overview

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Credits

Overview

Description

The client is a karaoke video delivery service for mobile phones – Bee-kara.The poster visual was displayed inside the Karaoke booths and designed to induce on-site access via QR-code printed.The targets are teenage girls and women in 20s.

Execution

Our idea was to design a toy-like poster suitable for the 'playground', and make it easily recognisable.First, we've constructed 'Bee-Kara' logo like toy-blocks, i.e. the logo can be broken down into parts. These parts are re-assembled to form different copies, like ‘training’ and ‘singing’ which are then combined into poster format. When young women--our targets--find something sweet or funny, what they do is to take photos with their mobile phones and share them via blogs and e-mail.

Our strategy was to stimulate such 'sense of discovery' and lead them into action.

Outcome

91 posters were distributed to Karaoke Stores and each displayed one poster.The numbers of access via QR-codes printed were as follows(From September 2009 to March 2010):Sep: 49,539Oct: 60,230Nov: 40,110Dec: 43,828Jan: 56,423Feb: 35,222Mar: 11,727In other words, only 91-posters attracted more than 300,000 users to the client's service.

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