1 2
 
 
  • SUB CATEGORY :
    BEST USE OF AMBIENT: SMALL SCALE
  • COMPANY ENTERING :
    TOKYU AGENCY INC., TOKYO
  • ENTRY TITLE :
    TOILET PAPER FOR SMARTPHONES
  • BRAND :
    SERVICES FOR TRAVELERS
  • ADVERTISER :
    NTT DOCOMO
  • AGENCY :
    TOKYU AGENCY INC., TOKYO
  • CREATIVE DIRECTOR :
    HIDEAKI MOROHASHI
  • COPYWRITER :
    HIDEAKI MOROHASHI
  • ART DIRECTOR :
    TOSHIMI HAYASHI
  • DESIGNER :
    SHOTA AIGA
  • ACCOUNT DIRECTOR :
    KAZUO TAKA
  • ACCOUNT EXECUTIVE :
    SHINICHI KUMAZAWA
  • PR PLANNER :
    TATSUYA YOSHIO
  • PLANNER :
    HIDEAKI MOROHASHI/YOKO OSOEGAWA
  • MEDIA PRODUCER :
    TAKESHI TAKAHASHI
  • CRAFT PRODUCER :
    MUNENORI MAEDA
  • FILM PRODUCTION COMPANY :
    AOI PRO. INC., TOKYO
  • DIRECTOR :
    SEIJI KOFUNE
  • D.O.P/CINEMATOGRAPHER :
    AKIHIRO MURAKAMI
  • LIGHTING :
    YASUHIRO OOTE
  • FILM PRODUCER :
    TAKUMA ISO
  • PRODUCTION MANAGER :
    SAAYA UEDA
  • NARRATOR :
    MAYU YAMASHITA
  • PRINT PRODUCTION COMPANY :
    AMANA INC., TOKYO
  • PHOTOGRAPHER :
    NAGASE TAKAO
  • PRODUCER :
    KENJI HASHIMOTO
  • PRODUCTION MANAGER :
    MISA MURAYASU/YUKI HAMAJIMA
  • CRAFT ARTIST :
    MAKI HATTORI
  • INDUSTRIAL CRAFT :
    DAISUKE YANANO
  • THE BRIEF :
    WHILE DOCOMO IS JAPAN’S NO.1 MOBILE PHONE OPERATOR,ITS NAME RECOGNITION OUTSIDE JAPAN IS LOW. THIS HAS BECAME A MAJOR ISSUE THAT NEEDS TO BE RESOLVED, SINCE VISITORS IN JAPAN ARE RAPIDLY INCREASING FOR THE 2020 TOKYO OLYMPICS.
  • THE STRATEGY :
    THE SMARTPHONE, YOUR BEST TRAVEL BUDDY, COULD POTENTIALLY RUIN YOUR TRIP. THIS IS BECAUSE THERE ARE 5 TIMES THE GERMS ON SCREEN THAN THERE IS ON A TOILET SEAT. IMAGINE, HAVING THOSE GERMS SOMEHOW ENTER YOUR BODY DURING THE TRAVEL... IN RESPONSE TO THIS, DOCOMO HAS DEVELOPED THE WORLD'S FIRST "TOILET PAPER FOR SMARTPHONES" IN NARITA INTERNATIONAL AIRPORT, THE VISITOR’S FIRST CONTACT POINT OF JAPAN.
  • THE EXECUTION :
    "TOILET PAPER FOR SMARTPHONES" WAS PLACED IN 86 RESTROOMS IN NARITA INTERNATIONAL AIRPORT ARRIVAL TERMINALS. THIS SPECIAL PAPER ABSORBS SEBUM ON SMARTPHONE SCREEN AND CAN BE FLUSHED DOWN THE TOILET. MOREOVER,IT IS PRINTED WITH TEXT INTRODUCING OF DOCOMO'S WI-FI AND TRANSLATION APP SERVICE, THUS MAKING IT A HELPFUL GUIDE WHILE IN JAPAN.
  • THE RESULT :
    THIS CAMPAIGN PROVED THAT DOCOMO HAVE AN UNIQUE JAPANESE SPIRIT OF HOSPITALITY【OMOTENASHI SPIRIT】 FOR FOREIGN TRAVELERS. BBC, CNN, GUARDIAN, THE TIMES, AND OTHER WELL-KNOWN MEDIA AROUND THE WORLD IMMEDIATELY PICKED UP THE STORY(TOTAL 543MEDIA AROUND 53COUNTRIES). AND PICTURES OF IT IN ACTION ALONG WITH EXPRESSIONS OF AMAZEMENT SHOWED UP ON SNS. WI-FI ACCESS WAS 120% COMPARED TO THE PREVIOUS MONTH, WHILE TRANSLATION APP DOWNLOADS WERE 130% COMPARED TO THE PREVIOUS MONTH.