CLIENT
Sony Music Labels Japan
Kazuya Nakazawa, Vice President/Publicity & Promotion Sony Music Records, Sony Music Labels Japan
AGENCY
Ajab Samrai, Chief creative officer, Ogilvy & Mather Japan
Aaron Phua, Creative director, Ogilvy & Mather Japan
Kensui Arao, Creative director, Ogilvy & Mather Japan
Yousuke Ozawa, Art director, Ogilvy & Mather Japan
Natsuki Tosa, Head of production, Ogilvy & Mather Japan
Chie Sato, Traffic supervisor, Ogilvy & Mather Japan
Naoko Ito, Head of planning, Ogilvy & Mather Japan
Marion McDonald, Chief strategy officer, Asia Pacific Region, Ogilvy Public Relations, Ogilvy & Mather Japan
Jack Mickle, CEO, Ogilvy & Mather Japan
SUMMARY
In high-tech Japan, three-quarters of music sales are low-tech CD’s or vinyl. When Sony Music wanted to promote Crossfaith, a relatively unknown heavy-metal band, we cut through with an disruptive digital experience backed by an earned-centric approach – a major challenge against the endless onslaught of new music releases. Insights into fans’ personality and behavioral traits underpinned the experience design. They could headbang away alone to a new single preview; record and share their performance on social media. On US$3,000 budget we attracted fans in 114 countries, drew 15,000 downloads.
