SUB CATEGORY :

INNOVA LOTUS

COMPANY ENTERING :

DENTSU INC., TOKYO

ENTRY TITLE :

SMILE LOCK OUTLET

BRAND :

TOYOTA I-ROAD

ADVERTISER :

TOYOTA

AGENCY :

DENTSU INC., TOKYO

CREATIVE DIRECTOR :

KAZUHIRO SHIMURA

WRITER :

RYOKO SUGIMOTO

ACCOUNT EXECUTIVE :

MASAYUKI UMEZAWA/SHUN WATANABE/TAKAHIDE NEKI

SYSTEM PLANNER :

TOMOKO SUZUKI (ISID)/MICHITAKA IIDA (ISID)

PLANNER :

KOHEI NAGOYA/YAMANE YUKIYA

FILM PRODUCTION COMPANY :

DENTSU LIVE INC., TOKYO

DIRECTOR :

TOMOYUKI KATO

FILM PRODUCER :

CHISAKO HASEGAWA/TATSUYA MURAYAMA/TATSUO YAMANO/EIKI NAKAMUTA

SPECIAL EFFECTS COMPANY :

OMNIBUS JAPAN INC., TOKYO

PHOTOGRAPHER :

YUTA NISHIDA

GRAPHIC :

KAZUHISA ITO

SYSTEM PRODUCER :

ATSUSHI NISHIKAWA (ISID)

WEB :

TOMONORI TANAMI

PRODUCT DESIGNER :

YAMAGISHI HAYATO (HYT-DESIGN)

PRODUCT ENGINEER :

SHIBATA TOMOKI (JIGOWATTS)

CULTURAL CONTEXT EXPLANATION :

IN TOKYO, PORTABLE ELECTRONIC DEVICES SUCH AS COMPUTERS AND SMARTPHONES ARE AN ESSENTIAL PART OF LIFE. AND, AS ELECTRIC VEHICLES INCREASE IN POPULARITY, WE FACE CHALLENGES FOR INFRASTRUCTURE THAT ALLOWS PEOPLE TO CHARGE THESE DEVICES LEGALLY AND SECURELY AROUND TOWN. STEALING ELECTRICITY COULD BE CONSIDERED A CRIMINAL OFFENSE, AND, IN TOKYO, THERE’S EVEN A WORD FOR IT “TODEN” MEANING ELECTRICITY THIEF. WHY CAN’T WE FIND A PLACE TO CHARGE OUR DEVICES DESPITE THE UBIQUITOUS NUMBER OF OUTLETS IN TOKYO? WHY CAN’T WE SIMPLY PLUG IN, CHARGE, AND MOVE ON? WHAT WOULD GIVE MORE FREEDOM TO MORE PEOPLE? THESE ARE THE QUESTIONS WE HAD TO ASK OURSELVES BEFORE WE WERE LED DOWN A PATH TO EXPLORE SMILE LOCK OUTLET TO CONTRIBUTE TO A SOCIETY WHERE ANYONE CAN USE ELECTRICITY WHEREVER THEY GO.

CAMPAIGN SUMMARY :

TODAY, PEOPLE DEPEND ON ELECTRICITY MORE THAN EVER.
IT’S TANTAMOUNT TO CONVENIENCE AND COMFORT. HOWEVER, WHEN WE’RE AWAY FROM HOME, WE DON’T ALWAYS HAVE ACCESS TO A POWER SOURCE TO CHARGE OUR DEVICES. IT WAS IMPORTANT TO SOLVE THIS CHARGING ISSUE FOR THE I-ROAD ELECTRIC VEHICLE, SO OUR IDEA WAS TO MAKE SHARING ELECTRICITY AROUND TOWN AVAILABLE THROUGH THE SMILE LOCK OUTLET. IT’S AN IOT DEVICE THAT AUTHENTICATES AND MEASURES POWER USAGE, RECORDING WHO USED ELECTRICITY AS WELL AS HOW AND WHERE THEY USED IT. THEN IT SENDS THE INFORMATION TO THE CLOUD. WE ATTACHED THIS DEVICE TO OUTLETS AROUND TOWN GIVING PEOPLE ACCESS TO POWER TO CHARGE THEIR DEVICES AFTER FINDING I-ROAD TEST PILOTS AND LANDOWNERS WILLING TO PARTICIPATE.
IT’S A LEAP FORWARD TOWARD A FUTURE THAT GIVES PEOPLE AWAY FROM HOME ACCESS TO A PLACE TO CHARGE THEIR DEVICES.

THE BRIEF :

TODAY, PEOPLE DEPEND ON ELECTRICITY MORE THAN EVER. ELECTRICITY IS TANTAMOUNT TO CONVENIENCE AND COMFORT. HOWEVER, WHEN WE’RE AWAY FROM HOME, WE DON’T ALWAYS HAVE ACCESS TO A POWER SOURCE TO CHARGE OUR DEVICES. IT WAS IMPORTANT TO SOLVE THIS CHARGING PROBLEM FOR THE I-ROAD ULTRA-COMPACT ELECTRIC VEHICLE. THIS WILL BE A MAJOR ISSUE FOR THE FUTURE OF ELECTRIC VEHICLES, AND SOLVING THIS PROBLEM WAS OUR PROJECT.

THE STRATEGY :

THE ULTRA-COMPACT I-ROAD OFFERS A CONVENIENT WAY TO GET AROUND THE CITY, BUT BECAUSE OF ITS SIZE, ITS BATTERY OFFERS A LIMITED DISTANCE ON EACH CHARGE. WE WANTED TO TACKLE THIS PROBLEM FOR ITS USERS AND GIVE THEM MORE FREEDOM OF MOBILITY. SO, RATHER THAN LOOKING TOWARD MORE DISTANCE PER CHARGE, OUR STRATEGY WAS TO DEVELOP MORE CHARGING STATIONS THAT ALLOWED ELECTRICITY SHARING, AND NOT ONLY LARGE STATIONS FOR THE I-ROAD. WE WANTED TO MAKE ELECTRICITY SHARING AVAILABLE AT OUTLETS AROUND TOWN THAT WOULD OFFER MORE FREEDOM OF MOVEMENT IN THE CITY.

THE EXECUTION :

WE DEVELOPED A NEW DEVICE AND SERVICE THAT COMPRISED OF A NETWORK OF SHARED OUTLETS OFFERING ACCESS TO POWER.
THE SMILE LOCK OUTLET IS AN IOT DEVICE WITH SENSORS THAT MEASURE ELECTRICITY USAGE AND SEND THE INFORMATION TO THE CLOUD, CONNECTING TO A SERVER THAT VERIFIES WHO USED THE POWER,
WHEN THEY USED IT, AND HOW MUCH THEY USED. THE SMILE LOCK OUTLET ATTACHES TO EXISTING SOCKETS AND LETS LANDOWNERS SECURELY SHARE ELECTRICITY TO ANYONE WHO NEEDS IT THROUGH AN APPLICATION. WE RECRUITED OWNERS AND TEST PILOTS THROUGH A WEBSITE AND IMPLEMENTED A NETWORK OF THE DEVICES AROUND TOKYO, PUTTING UNUSED WALL SOCKETS TO USE SO THAT I-ROAD USERS COULD CHARGE THEIR BATTERIES.

THE RESULT :

AFTER A SIX-MONTH TRIAL, BOTH OUR USERS AND THE LANDOWNERS GAVE US POSITIVE FEEDBACK. THE USERS EXPRESSED GRATITUDE FOR A WAY TO CHARGE A VARIETY OF ELECTRICAL APPLIANCES, INCLUDING COMPUTERS, CELL PHONES, AND THE LIKES. THE OWNERS EXTOLLED THE BENEFITS OF A SECURE WAY TO SHARE ELECTRICITY WITHOUT HAVING TO WORRY THAT PEOPLE WERE STEALING POWER. IN THE FUTURE, WE PLAN TO EXPAND THE USE OF THE SMILE LOCK OUTLET WHILE DEVELOPING A RATE BASED ON USAGE TO MOVE THE PROJECT INTO A FUTURE LAUNCH PHASE. WE SEE AN OPPORTUNITY TO BRING MORE POPULARITY TO ELECTRIC VEHICLES THROUGH THIS PROJECT WHILE OFFERING ELECTRICITY TO PEOPLE WHO NEED IT WHEN THEY’RE OUT.