Staff Reporters
Feb 20, 2013

KDDI hands "control" of Tokyo to customers

TOKYO - To promote its au 4G LTE service, Japanese telco KDDI staged a one-off event in which elements of the urban landscape could be controlled by its customers via their smartphones.

"Full Control Your City" started in December and ran across all channels including TV, print, digital and a live event. The first promotional TVC, leading to an interactive event, ran on 1 December, and following the live event on 29 January, the brand released a followup TVC (embedded) on 2 February. 

Central to the campaign was the live event featuring Japanese pop star Kyary Pamyu Pamyu and the Odoroki app, which allowed a selected audience of 3,000 people to take part. The app controlled features including a bumping taxi, a fountain, a projector-mapping display on the Zojojii Temple and even the Tokyo Tower itself. 
The aim of this intricate campaign was to "illustrate a world where au 4G LTE creates a better, innovative and more exciting future that can be controlled with the smartphone", according to the company. 
Agencies involved in the campaign's execution were ad giant Dentsu, independent creative boutique agency Glider, and creative production company Rhizomatiks.

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