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CLOSE AND CO-CREATIVE FREE INTERNET TV STATION "ABEMATV"

CYBERAGENT, Tokyo / ABEMATV / 2017

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Overview

Credits

Overview

CampaignDescription

Many companies exercised self-restraint in ads and programs but “AbemaTV” decided to use high public media not as a promotion of the service but as a communication tool for the earthquake victims.

AbemaTV promptly changed the scheduled Promoted Trend word to " #DeliveringLiveKumamotoEarthqaukeUpdates", and drove people's attention to the news program on “AbemaTV” which was broadcasting the scenes of Kumamoto for 48 hours, and produced a conversation on twitter smoothly and in a positive way. We took much care in creating the hashtag using a simple and polite phrase, as we wanted people to use the hashtag actively and comfortably.

Gathering information through the hashtag, AbemaTV broadcasted a special program called "Unheard Voices Of Kumamoto", a program consisted of messages and videos from the victims collected through Twitters and emails. People including the victims were able to access to the information easily and enable those people to communicate, share and connect real-time through “AbemaTV”.

MediaStrategy

On April 14th 9:26pm, a giant earthquake (magnitude-7.3) struck Kumamoto, Japan and soon after the earthquake, “AbemaTV” started to broadcast the scenes of Kumamoto for 48 hours.

At 12pm that night, AbemaTV promptly changed the scheduled Promoted Trend word reserved to run coincidently to "#DeliveringLiveKumamotoEarthqaukeUpdates" and drove people's attention to a news program on AbemaTV. The hashtag

On April 17th, AbemaTV plans to broadcast a special program, which delivers fresh voices from the scenes of the earthquake, many of which could easily get neglected by the bigger TV networks and started to gather voices of Kumamoto through Twitters and emails.

Over 2000 messages and videos were gathered and on April 19th a special program "Unheard Voices Of Kumamoto" were broadcasted while viewers of the program tweeted out their opinions and needs in Twitter, which were introduced during the program.

The real time voices and the number of tweets were paid attention from people all over Japan and enhanced the “AbemaTV” app.

Outcome

The result of AbemaTV's prompt response was beyond expectation; during the two weeks following the earthquake, there were more than 700,000 tweets containing the hashtag. The message included concrete needs and wants at a particular place in Kumamoto, and not only conversation was held real time in Kumamoto but also connected viewers real-time during the program. After the special program, the supplies in need delivered to the relief organizations increased.

After the earthquake of Kumamoto, this whole execution set AbemaTV's position as the go-to app that provides easy and quick access to live news during crisis and disasters all around Japan. When a massive fire occurred in Niigata Japan and typhoons struck, access to AbemaTV app increases twice as much compared to other days.

Relevancy

Jointly established by Tokyo based CyberAgent and TV Asahi in April 2016, Internet TV station “AbemaTV” delivered information continuously for earthquake victims who couldn’t reach to news midst the magnitude-7.3 quake in Kumamoto Japan. We delivered appropriate and necessary information many people actually said they needed in Kumamoto. We gathered information and voices from victims through twitters, emails, comments on the “Abema TV” and broadcasted through program in a quick and easy way for people who lost TV broadcasts and newspapers, using our app “AbemaTV”.

Strategy

The target audience we set changed throughout the crisis. When the magnitude-7.3 quake in Kumamoto Japan, the main target audience were earthquake victims who couldn’t reach to news midst the crisis.

After a week our main target audience shifted to all the people in Japan to deliver the real voices of Kumamoto Japan.

When “AbemaTV” promptly changed the scheduled Promoted Trend word, to " #DeliveringLiveKumamotoEarthqaukeUpdates", we were able to own the communication on a high public media and drove people’s attention to the news program (48 hours live broadcasting from Kumamoto) on “AbemaTV”.

Synopsis

On April 14, 2016, a giant earthquake (magnitude-7.3) struck Kumamoto, Japan.

Many companies exercised self-restraint in ads and programs, but Internet TV station “AbemaTV” which was jointly established by Tokyo based internet company CyberAgent and television station TV Asahi in April 2016, hurriedly decided to broadcast the scenes of Kumamoto for 48 hours.

To provide a new TV experience that connects viewers in real-time, and to deliver information continuously for earthquake victims who couldn’t reach to news midst the crisis, AbemaTV promptly changed the scheduled Promoted Trend word to “#DeliveringLiveKumamotoEarthqaukeUpdates”, and drove people's attention to a news program on AbemaTV. Also, to deliver fresh voices from the scenes of the earthquake, many of which could easily get neglected by bigger TV networks, AbemaTV broadcasted a special program called "Unheard Voices Of Kumamoto". Viewers of the program tweeted out their opinions and needs in Twitter, which were introduced during the program.

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