Spikes Asia

Sympathetic ARENA project

DENTSU INC., Tokyo / NTT / 2019

Presentation Image
Demo Film

Overview

Entries

Credits

Overview

Background

NTT Docomo is working on having 5G commercialized by 2020. This next-generation communication technology is known for its high-speed, large-capacity, low-latency and massive terminal connectivity capabilities. Our brief was to create an experience that would showcase how 5G communication technology can unlock the potential of mobile communication.

Idea

A world-first experience in which one of Japan's most iconic techno-pop groups, Perfume, were able to communicate simultaneously and in real time with all of their 12,000 fans at the concert using next-generation communication technologies including 5G.

Strategy

We built a high-speed, large-capacity and low-latency network with massive terminal connectivity in Yokohama Arena using 5G. The 12,000 concert-goers used their smartphones to connect to the network, and were able to answer surveys in real time, send messages to Perfume and receive messages from Perfume.

Execution

Traffic was driven to the project website through online banner ads in the week leading up to the project's implementation which took place on December 31 at Perfume's countdown concert. On February 12 at 10pm, an archive of the project movies, as well as all the messages that were sent during the event, were published on the project's website.

Outcome

Using the latest communication technologies such as 5G we:

・Successfully staged a futuristic stadium event that united the 12,000 concert-goers at Yokohama Arena

・The event went viral in the media and was widely featured on over 100 popular TV programs, websites and social media platforms, and made the headlines on Japan's most visited news website.

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