Cannes Lions

WALKMAN

AOI ADVERTISING PROMOTION, Tokyo / SONY / 2010

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Overview

Entries

Credits

Overview

Execution

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.

Outcome

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.

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