|
Behind the Idea: MTV Japan
KesselsKramer launches a campaign which promotes a Discovery Hunt for MTV's Japan annual Video Music Awards show. What's behind the idea?
 Creative team: The team is comprised of writer Tyler Whisnand from the USA, art director Nils-Petter Lövgren from Sweden, stategist Engin Celikbas from the Netherlands and project coordinator Marc Wesseling from the Netherlands all of whom work at KesselsKramer. The MTV team is: Masahiko Otake, Megumi Kuwasaki both from Japan. Fido, in Sweden was in charge of the animation. Jakob Westman from Sweden and Arno Peters from the Netherlands did the illustration. Supreme Asia Pacific Limited in Hong Kong produced the actual EyeDolls. Yes, a true international effort.  Campaign: We have made commercials, eyedents (idents), bumpers, Internet, posters and flyers with more developing as it goes along. There are several sponsors involved as well with the Video Music Awards including Tommy Hilfiger, Tower Records and Apple iPod. The EyeDoll itself is quite a medium.  Idea: The Hunt for the EyeDolls was created to spread awareness and heavily hype the Video Music Awards Japan 2005. To do this, we created a scavenger hunt all over Tokyo where interested fans are to seek and discover EyeDolls. Each EyeDoll is a free ticket to the MTV Video Music Awards Japan 2005 and each EyeDoll has additional prizes depending on its color. The most special EyeDoll is silver, and this one gives the lucky finder a walk on the Red Carpet with all the music stars at the Video Music Awards on May 29th. Other prizes include iPod shuffles, CD's from Tower Records and Tommy Hilfiger apparel.  Where: We came up with the idea in Amsterdam at KesselsKramer and worked on it in Japan, Florida, Sweden and Hong Kong.  Satisfied: We are not completely satisfied yet, of course. We are seeing how it works as it takes off at the end of this month. But already there is lots of interest which is great. On a funny note, as we were shooting one of the on-air eyedents, a group of giggly kids came up and asked where they could get an EyeDoll because they had already heard about the Hunt. So, the word is out. The campaign runs from the end of April until the end of May with EyeDolls being placed in secret, cool and hip locations. Each week becomes more crucial as the day of the awards ceremony gets closer. The build up is to the silver EyeDolls (there are only 5). In total there 200 EyeDolls. We hope this campaign will stir up interest in MTV and the Video Music Awards as it aims to appeal to young music fans who like to be surprised and are also very competitive. Let's see... Comment: KesselsKramer is an independent international communications agency located in Amsterdam and is working on a growing amount of Japanese assignments. KesselsKramer works for clients such as Absolut Vodka, 55DSL, the Hans Brinker Budget Hotel, Unilever and Bavaria Beer. KesselsKramer is also responsible for the internationally awarded documentary film, The Other Final, which chronicled the football match between the world's two lowest-ranked teams, Bhutan and Montserrat, that took place on the same day as the 2002 World Cup Final. |
 |
|
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
 |
posted by BlogFonk: Thursday, April 21, 2005 [#]