Japan's leading mobile phone carrier SoftBank was piloting 5G technology and communicating its appeal through traditional advertising.

However, 5G was in a situation where it was difficult for users to understand because it was a basic technology that had not yet been put into practical use. Therefore, we launched a project to convey the appeal of 5G through concrete demonstrations of using 5G technology.

FUJI ROCK, the biggest music festival in Japan, takes place deep in the mountains, making it difficult for many music lovers to attend.

We set up a temporary base station for 5G at the venue, gathered data on traffic conditions and excitement level, and delivered them in real-time via 5G to an originally developed app. We reproduced the venue with CG in the app, and offered a service for experiencing the excitement of the festival to users who could not actually be there.

While other companies were promoting 5G through campaigns related to the Tokyo 2020 Olympic Games, we developed a project that focused on music, a topic of interest for trend-setting young people.

By providing content that was truly necessary to music lovers, we succeeded in making a deep impression of "5G equals SoftBank" among users.

We set up a temporary base station for 5G at the venue, gathered data on traffic conditions and excitement level, and delivered them in real-time via 5G to an originally developed app.

In the app, the FUJI ROCK venue was reproduced with CG, and the lively atmosphere and the amount of festival-goers were also reflected based on the data collected. App users could create their own avatar to explore the virtual FUJI ROCK as well. The app also offered users the chance to enjoy live performances via YouTube Live. Music lovers who could not attend the festival were able to virtually experience the excitement.

The number of people who attended the virtual FUJI ROCK via the app was as high as the number of people who actually went to the festival venue. The app's ranking on the app store reached third place at one point. Furthermore, numerous videos and images of users' avatars exploring the virtual festival venue were posted on social media and featured on various media outlets, which greatly contributed to the establishment of the "5G equals SoftBank" brand image.

In response to the results of this project, other music festivals made offers to carry out the same measures. Music festivals had been something that could be enjoyed only by people who actually attend them. Through this project, we succeeded in developing a new festival experience for music lovers, no matter where they are.