Generally, the advertiser injects the value inherent in the program contents into CM and other media – and due to the prevailing construct of client (ordering party) and TV channel (contractor), the actual campaigns tend to end up relaying the limited statements of the client. With this piece, what contributed to the success of the campaign was spontaneously and proactively utilizing the assets of both companies in one campaign, going beyond the relationship of client + TV channel while still retaining the same concept of leveraging value from the program contents.

There are no precedents to this sort of approach. The conventional approach is for TV stations to boost their profits by selling CM slots of which the government regulates the total amount; while there are several actual cases of branded entertainment through product placement utilizing the actual program, the premise was always that it takes place below the surface rather than openly.

The biggest achievement of all was - within the construct of client (the ordering party) and TV channel (contractor) - being able to elicit the motivation of the TV company in spontaneously and proactively contributing to the success of the plan. The 180-second CM, the nucleus of the plan, was shown on air three times. In the run-up to this, a buzz was created through using Asahi Newspaper, spots on TV Asahi, magazines, OOH and WEB. Carefully designing a conducting wire for diffusion after the event through SNS, pivoting on twitter, served to maximize the effectiveness of the campaign.

The goals of this approach for MS were broadening recognition and acquiring good will. The overwhelming diffusion making full use of various media, the increase in positive reactions on SNS to Surface (average 20%?46% during campaign period), everything introduced through many web media centered on curation website – were all tremendously well-received by MS. A particularly significant result was the distinct shift in consciousness observed in “used to be pro-Mac, now pro-Surface”. The goal of the approach for TA was to enhance the value of the half time CM. Different to conventional broadcasts, this 180-second CM hit its targets because it was not only able to hold back the decline in viewer ratings, but also caused an inundation in enquiries from many advertisers, with many asking to create a similar approach for them.