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SUB CATEGORY :
USE OF DIGITAL & SOCIAL PLATFORMS
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COMPANY ENTERING :
TBWA\HAKUHODO INC., TOKYO
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TITLE :
#BPM100 DANCE PROJECT
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BRAND :
#BPM100 DANCE PROJECT
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ADVERTISER :
JAPANESE RED CROSS SOCIETY, BYTEDANCE KK
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AGENCY :
TBWA\HAKUHODO, TOKYO
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CHIEF CREATIVE OFFICER :
KAZOO SATO
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CREATIVE DIRECTOR :
NOBUHIRO ARAI
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ART DIRECTOR :
KATSUHIRO SHIMIZU
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AGENCY PRODUCER :
YUTAKA SATO
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PLANNING DIRECTOR :
KYO HAKAMATA
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CONTENT PLANNER :
KOHEI IKEDA
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PR PLANNER :
KYOSUKE
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COMMUNICATION DESIGNER :
KONOSUKE KITTA
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MUSIC COMPOSER :
NORIHITO TAKAHASHI
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MEDIA AGENCY :
BYTEDANCE KK, TOKYO
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EXECUTIVE CREATIVE DIRECTOR :
AKIRA SUZUKI
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CREATIVE PRODUCER DIRECTOR :
TAKASHI KIBE
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HEAD OF PUBLIC POLICY, JAPAN, KOREA AND MONGOLIA :
TAKUYA YAMAGUCHI
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FILM PRODUCTION COMPANY :
DISCO IN-HOUSE AT TBWA\HAKUHODO, TOKYO
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DIRECTOR :
SHINRI ABE/KOSUKE KITADA
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CREATIVE COORDINATOR :
GENKI FUJIMURA
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MOTION-GRAPHIC DESIGNER :
KIYOTAKA SUMIYOSHI
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EXECUTIVE PRODUCER :
HIROTAKA FUKATSU
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BUSINESS PRODUCER :
TAISUKE KUDO
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CAMPAIGN SUMMARY :
TO BREATHE LIFE BACK INTO CPR EDUCATION IN A NEW WAY, WE LAUNCHED AN INNOVATIVE EDUTAINMENT CAMPAIGN. BPM100 IS AN ENTIRELY NEW SOCIAL EDUTAINMENT CONTENT. THE RED CROSS COLLABORATED WITH A NATIONALLY RECOGNIZED CELEBRITY DANCER
TO CHOREOGRAPH CPR INTO A DANCE AND MUSIC AND LAUNCHED IT ON TIKTOK; A PLATFORM THAT CONNECTS PEOPLE THROUGH MUSIC AND DANCE. ANYBODY COULD LEARN THE FUNDAMENTAL RHYTHM AND MOVEMENT OF CPR THROUGH A FUN DANCE. THIS IDEA USES MUSIC IS
A KEY COMPONENT TO PROMOTE CPR. CPR REQUIRES ONE HUNDRED CHEST COMPRESSIONS PER MINUTE, AND WE TRANSLATED THE TEMPO AND MOVEMENT INTO MUSIC AND DANCE AND SHARED ON TIKTOK. THE MAIN TARGET IS TEENS AND PRETEENS 10~20 YEARS OLD WHO FEEL CPR IS TOO COMPLICATED TO LEARN AND IS UNINTERESTED IN LEARNING CPR. TO EARN THEIR INTEREST, WE USED THE ENTERTAINMENT FACTOR OF MUSIC AND DANCE, AND USED TIKTOK AS A GLOBAL PLATFORM TO CONNECT WITH YOUNG AUDIENCES TO MOVE THEIR HEART AND BODIES.
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THE BRIEF :
EACH YEAR, DROWNING AND CAR RELATED TRAGIC ACCIDENTS ARE INCREASING. HOWEVER, THE REAL ISSUE ISN’T THE TOTAL NUMBER OR ACCIDENTS, BUT THE SURVIVAL RATE CPR INCREASES THE LIKELIHOOD
OF SURVIVAL THREE FOLD, HOWEVER AWARENESS IS LOW ON HOW TO PROPERLY PERFORM CPR, ESPECIALLY AMONG YOUNGER GENERATIONS, OUR OBJECTIVE WAS TO BREATHE LIFE BACK INTO CPR EDUCATION IN A NEW WAY.
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THE STRATEGY :
[DATA GATHERING] -THERE IS A LARGE GAP BETWEEN THE SURVIVAL RATE AROUND THE WORLD. COMPARED TO 60~70% IN WESTERN COUNTRIES, IN JAPAN, THE PERCENTAGE IS ALARMIONGLY LOW AT ONLY 10%. -OVER 60% OF YOUNG PEOPLE IN JAPAN DO NOT KNOW CPR OR AFRAID TO LEARN. [TARGET AUDIENCES] -THE MAIN TARGET IS YOUNG TEENS AND PRETEENS FROM AGE 10~20 WHO FEEL CPR IS TOO COMPLICATED TO LEARN AND IS UNINTERESTED IN LEARNING CPR. -THEY HAVE A SOCIAL PRESENCE ONLINE AND CONNECTED TO A DIGITAL COMMUNITY THAT SHARES EXPERIENCES ONLINE. [APPROACH] -WE SOUGHT TO USE TIKTOK AS A PLATFORM THAT HAS THE MOST POTENTIAL TO SPREAD DANCE AND RHYTHM TO THE WORLD. -THIS WAS THE FIRST TIME CPR BECAME VIRAL USING DANCE AND MUSIC AS THE APPROACH TO REACH YOUNG PEOPLE.
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THE EXECUTION :
・SUPERVISED BY A LIFESAVING TECHNICIAN, THE MOVEMENT OF CPR WAS CHOREOGRAPHED INTO A DANCE BY A CELEBRITY DANCER. -WE LAUNCHED THE CAMPAIGN IN THE SUMMER WHEN THE NUMBER OF DROWNING ACCIDENTS ARE HIGH. COLLABORATED WITH 4 TIKTOK INFLUENCERS SO THE BPM100 WILL BE DANCED AND SHARED ORGANICALLY. -COLLABORATED WITH THE LIFESAVING ASSOCIATION AND OTHER ORGANIZATIONS TO HELP SPREAD AWARENESS OF THE CAMPAIGN. -HELD A PRESS EVENT TO SHARE THE CAMPAIGN IN THE NATIONAL MEDIA. -HELD CPR LEARNING EVENTS AT SCHOOLS AND BEACHES AND EXPANDED PROMOTION OUTSIDE OF THE MOBILE PHONE.
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THE RESULT :
AFTER LAUNCH, THE DANCE IMMEDIATELY WENT VIRAL. FROM TEENS TO ADULTS, WE SUCCEEDED TO PROMOTE CPR IN A WAY THAT IS FUN FOR ALL AGES. FOR THE FIRST TIME EVER, WE MADE CPR INTO A NATIONAL DANCE MOVEMENT. ・ACKNOWLEDGED BY THE GOVERNMENT ・MANY NPOS PARTICIPATED IN THE MOVEMENT. ・ENDORSED BY MUSIC LABELS SUCH AS SONY MUSIC.. ・EARNED 1.2BILLION MEDIA IMPRESSION. ・EARNED 16 MILLION VIEWS *ONE MONTH AFTER LAUNCH. ・PLANNING TO LAUNCH SUPPLEMENTARY CPR TRAINING PROGRAMS. ・USING TIKTOK’S PLATFORM, PLANNING TO LAUNCH REGIONALLY IN COUNTRIES AROUND ASIA.