KARAOKE + WEB "INTERACTIVE" VOCAL AUDITION KARAOKE is a vital part of the Japanese culture. Our team turned KARAOKE, which wasn't considered an official media,into an entertaining platform for advertising communication. This led to a truly successful campaign.

Brief

The product at hand was BBIQ, a provider optical broadband servicecovering the Kyusyu region of Japan.Our challenge was to improve BBIQ's image as an innovator. To achieve this, BBIQ first needed to reevaluate all the capabilities that broadband has to offer.

Solution

Our team decided to try working with a new broadband capability that we call "KARAOKE + WEB." Using the concept of "BBIQ makes you come true," this platform created a space for open auditions to take place. Thanks to this space, users could make their singing debuts. Entries for the audition were made from KARAOKE rooms nationwide. Entered songs were then posted on the website, so that they could be later judged by PC users. Contestants submitted portrait photos of themselves when they registered.Our team then utilized "motion portrait" technology to allow these contestants to create their original promotion videos.

Results

The results of the campaign were remarkable.
· Total entries: 480
· BBIQ Subscribers: 32% increase
The innovative concept of this campaign helped draw attention on news sites, blogs and TV programs and helped to advance the image of BBIQ.

Presentation Movie

Go to Website

TRY! Motion Portrait

TV-CM

Announcement

People all over Japan auditioned for the opportunity to make their singing debut in the brand's next TV-CM.

KARAOKE rooms

Entry

People could audition at KARAOKE rooms throughout the country.

Promotion Video

After contestants submitted pictures of themselves, the website used "motion portrait" technology to add motion to those pictures. This gave the impression that the people in the pictureswere actually moving along to the music. This gave contestants their very own promotion video.

WEB

Review

Songs submitted from KARAOKE rooms were then posted on the website.
This become the official audition site.

Website visitors then judged the singers.

Final Review

TV-CM DEBUT!

The final winners were judged via a live performance. This determined the grand winners.