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SUB CATEGORY :
USE OF DIGITAL & SOCIAL PLATFORMS
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COMPANY ENTERING :
HAKUHODO KETTLE INC., TOKYO
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TITLE :
720 HOURS OF YOUTH
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BRAND :
Y!MOBILE
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ADVERTISER :
SOFTBANK
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AGENCY :
HAKUHODO KETTLE INC., TOKYO
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CREATIVE DIRECTOR :
SHOTA HATANAKA
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ART DIRECTOR :
KOGA SHIMURA
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WEB DIRECTOR :
DAIKI KOYAMA
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ACCOUNT MANAGER :
TOMIHIRO OKADA
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ACCOUNT EXECUTIVE :
JUNYA OGUCHI/DAIKI MIZUNO/TAKUYA NAGASU/TATSUYA SEKI
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PLANNER :
KATSUYA AONUMA/KENTARO MURAISHI/SHINYA OTA
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DIGITAL PRODUCER :
YUSUKE YAMANAKA/KOJIRO MATSUMOTO
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MEDIA AGENCY :
HAKUHODO DY MEDIA PARTNERS, TOKYO
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FILM PRODUCTION COMPANY :
AOI PRO. INC., TOKYO/BABEL LABEL, TOKYO
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DIRECTOR :
MICHIHITO FUJII/KENTARO SHIMA/HIROTO HARA
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CINEMATOGRAPHER :
MASAMI ISHITSUKA/YUKIHIRO MIYAGAWA
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GAFFER :
RYOHEI ABE
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PRODUCTION DESIGNER :
SHINYA ENDO
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FILM PRODUCER :
MANA HISAMATSU/HISATO YAMADA/TAKAHIDE SUZUKI
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STYLIST :
NANA IKENOUCHI
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HAIR & MAKE UP :
AYAKA NAKASHIMA
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SCREENWRITER :
KIYOSHI INOUE/EREI HAGIWARA
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MIXER :
TASTUHIRO OKAMOTO/KEISUKE TSUKAMOTO
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EDITOR :
KOSHIRO NAKAMURA/RASSEN SHIKISHI
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COLORIST :
MASAKI IMANISHI
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DEVELOPER :
TAKANOBU NOSO
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WEB DESIGNER :
KENJIRO NAKAYAMA
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SNS OPERATION :
SHINJI AKIYAMA/MARINA KITAMURA/FUMIKA INO/ASUKA SEO
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ASSISTANT :
SHUSUKE UMEZU
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SOUND DESIGNER :
YUJI IWAMOTO
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ASSISTANT DIRECTOR :
YUKI EBE
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STAGE MANAGER :
YOSHITATSU YAMADA
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EVENT DIRECTOR :
SHINGO YAMAGUCHI
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EVENT PRODUCER :
HIROKI TAKESHITA/YOKO ARAKI
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PR PLANNER :
KENTA YAMAGUCHI/SAYAKA ASAHI
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PR PROMOTER :
HAZUKI ZUSHI/YURI TSUKAMOTO
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CAMPAIGN SUMMARY :
Y!MOBILE IS A MAJOR MOBILE CARRIER, WIDELY SUPPORTED BY TEENAGERS IN JAPAN. HOWEVER, IT IS BEING MORE DIFFICULT FOR BRANDS TO KEEP THEM HOOKED BECAUSE TODAYS, YOUNG PEOPLE ARE ALWAYS ON SOCIAL MEDIA AND THEY’RE LOOKING FOR FUN, JUMPING FROM ONE THING TO THE NEXT. SO CROSSING MEDIA PLATFORMS LIKE TWITTER, INSTAGRAM AND YOUTUBE, WE DELIVERED A CONTINUOUS STORY “720 HOURS OF YOUTH” ACCORDING TO THE 24 HOUR LIFE CYCLE OF ACTUAL TEENAGERS. THE DRAMA STARTS FROM SNS POSTS OF THE CHARACTERS. IN THE MORNING, THEY GO TO SCHOOL, AT THE SAME TIME AS REAL STUDENTS. ON BREAKS, THEY ENJOY THEIR TIME WITH CLASSMATES. AT 4:00 PM EVERYDAY, A YOUTUBE DRAMA SERIES STARTS. USERS CAN PEEP INTO THE CHARACTERS’ AFTER SCHOOL LIFE, WHERE THE STORY MAJORLY PROGRESSES. THE WHOLE STORY CONNECTS THROUGH THE CHARACTERS’ SNS POSTS AND YOUTUBE DRAMAS. FOR EXAMPLE, AN INSTAGRAM “STORIES” POST OF A DATE, LEADING TO A FIGHT BETWEEN THE CHARACTERS IN THE YOUTUBE DRAMA SERIES THE NEXT DAY. OR A LIE REVEALED IN THE YOUTUBE DRAMA, EXPOSED FROM A LOCATION INFORMATION ON A PHOTO POSTED ON “TWITTER”. THE DRAMA CONTINUED FOR 30 DAYS, CROSSING OVER VARIOUS MEDIA PLATFORMS. AT THE DAY 30TH, GRADUATION DAY, THE STORY’S FINALE WAS PLAYED OUT IN PUBLIC AS A ”LIVE DRAMA”. FINALLY THE CHARACTERS THAT WERE ON SCREEN CAME TO LIFE. THE DRAMA THAT CARRIED ON FOR 720 HOURS CONTINUED TO RAISE CONVERSATIONS ON Y!MOBILE THROUGHOUT THE MONTH-LONG SPRING HIGH SEASON. IN ADDITION, THE NEW CONTENT EXPERIENCE THAT SYNCED WITH THE ACTIVE HOURS OF ACTUAL TEENAGERS CREATED A DEEP ENGAGEMENT WITH THE BRAND.
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THE BRIEF :
Y!MOBILE IS A MAJOR MOBILE CARRIER, WIDELY SUPPORTED BY TEENAGERS IN JAPAN. HOWEVER, IT IS BEING MORE DIFFICULT FOR BRANDS TO KEEP THEM HOOKED BECAUSE TODAYS, YOUNG PEOPLE ARE ALWAYS ON SOCIAL MEDIA AND THEY’RE LOOKING FOR FUN, JUMPING FROM ONE THING TO THE NEXT. IN ORDER TO RAISE BRAND INTEREST AND AWARENESS TO WIN THE FIERCE COMPETITION IN SPRING, THE HIGHEST SEASON FOR MOBILE CARRIERS, Y!MOBILE NEEDED STRONG CONTENT THAT WOULD KEEP SUCH TEENAGERS OBSESSED.
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THE STRATEGY :
TODAY'S TEENS ARE ALWAYS ON SOCIAL MEDIA AND THEY’RE LOOKING FOR FUN, JUMPING FROM ONE THING TO THE NEXT. SO IT IS BEING MORE DIFFICULT FOR CONTENTS TO KEEP THEM HOOKED. SO CROSSING MEDIA PLATFORMS LIKE TWITTER, INSTAGRAM AND YOUTUBE, WE DELIVERED A CONTINUOUS STORY ACCORDING TO THE 24 HOUR LIFE CYCLE OF ACTUAL TEENAGERS. UNLIKE CONVENTIONAL TV DRAMAS WHERE THE STORY CUTS EVERY WEEK, WE CREATED THE NON-STOP CONTENT EXPERIENCE LASTING 24 HOURS A DAY, FOR 30 DAYS.
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THE EXECUTION :
THE DRAMA STARTS FROM SNS POSTS OF THE CHARACTERS. IN THE MORNING, THEY GO TO SCHOOL, AT THE SAME TIME AS REAL STUDENTS. ON BREAKS, THEY ENJOY THEIR TIME WITH CLASSMATES. AT 4:00 PM EVERYDAY, A YOUTUBE DRAMA SERIES STARTS. USERS CAN PEEP INTO THE CHARACTERS’ AFTER SCHOOL LIFE, WHERE THE STORY MAJORLY PROGRESSES. THE WHOLE STORY CONNECTS THROUGH THE CHARACTERS’ SNS POSTS AND YOUTUBE DRAMAS. FOR EXAMPLE,
AN INSTAGRAM “STORIES” POST OF A DATE, LEADING TO A FIGHT BETWEEN THE CHARACTERS IN THE YOUTUBE DRAMA SERIES THE NEXT DAY.
OR A LIE REVEALED IN THE YOUTUBE DRAMA, EXPOSED FROM A LOCATION INFORMATION ON A PHOTO POSTED ON “TWITTER”. THE DRAMA CONTINUED FOR 30 DAYS, CROSSING OVER VARIOUS MEDIA PLATFORMS. AT THE DAY 30TH, GRADUATION DAY, THE STORY’S FINALE WAS PLAYED OUT IN PUBLIC AS A ”LIVE DRAMA”. FINALLY THE CHARACTERS THAT WERE ON SCREEN CAME TO LIFE.
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THE RESULT :
THE DRAMA THAT CARRIED ON FOR 720 HOURS CONTINUED TO RAISE CONVERSATIONS ON Y!MOBILE THROUGHOUT THE MONTH-LONG SPRING HIGH SEASON. IN ADDITION, THE NEW CONTENT EXPERIENCE THAT SYNCED WITH THE ACTIVE HOURS OF ACTUAL TEENAGERS CREATED
A DEEP ENGAGEMENT WITH THE BRAND. DETAILED RESULTS ARE AS FOLLOWS. - BECAME A TRENDING TOPIC ON TWITTER AND GOOGLE IN JAPAN. - EXCEEDED A TOTAL OF 30 MILLION VIEWS ON YOUTUBE.
- GAINED OVER 120 MILLION SOCIAL IMPRESSIONS. - THE BRAND MENTIONS INCREASED TO 390% COMPARED WITH LAST YEAR. - YOUTUBE CHANNEL SUBSCRIBERS OF THE BRAND INCREASED TO 500%.
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