Overview movie of the campaign
Title: Pair Movie “SUNAO NI NARETARA - Wish I could be true to myself -”
Client: Sony Music Associated Records Inc.
Launch: 2008.12.01 - 2009.02.14
Challenge:

JUJU's new single
"SUNAO NI NARETARA"

A Japanese singer-songwriter JUJU has released a new song "SUNAO NI NARETARA -
Wish I could be true to myself - " for female teenagers and women in their twenties.
Japanese Music Conditions:

Rapid spread of mobile devices has changed how people obtain music in Japan; it's from
CDs in the past, but now more and more people download them from the Internet.

Under this circumstance, we've got the assignment from Sony Music Associated Records Inc.
to develop the innovative mobile campaign by using her new song.
Solution:

We developed the brand-new method of mobile movie which is named “Pair Movie”. We leveraged this technique
for this song promotion and have produced the original Music Video of 5 episodes for mobile phones only.

What is “Pair Movie” ?

  
Campaign site on mobile:

Original Pair Movie is streamed for FREE on the campaign site of SONY MUSIC.

 
You can watch all 5 episodes here!

Episode 1 Episode 2 Episode 3 Episode 4 Episode 5
Result:

● The campaign was splashed on newspaper front page.

● Pair Movie is played 400,000 times in one month.

● The song was downloaded on mobile or PC by 200,000 people in first week from the pre-launch.

● The total number of download is 2,200,000 so far and is still increasing.

● The total sell of the CD is 150,000.