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  • SUB CATEGORY :
    MERCHANDISING/IN-STORE EXPERIENCE
  • COMPANY ENTERING :
    ADK CREATIVE ONE, TOKYO
  • TITLE :
    MEMORIES FOREVER
  • BRAND :
    NTT DOCOMO
  • ADVERTISER :
    NTT DOCOMO
  • AGENCY :
    ADK CREATIVE ONE INC., TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    TORU FUJII
  • COPYWRITER :
    TORU FUJII
  • AGENCY PRODUCER :
    JIN KAMENO
  • ACCOUNT DIRECTOR :
    TSUTOMU HORIUCHI
  • ACCOUNT EXECUTIVE :
    HIROKI TSUCHIDA
  • MEDIA AGENCY :
    ADK MARKETING SOLUTIONS INC., TOKYO
  • FILM PRODUCTION COMPANY :
    HAT INC., TOKYO
  • DIRECTOR :
    NAOYA YAMAGUCHI
  • CINEMATOGRAPHER :
    TOMOHIRO HORI
  • GAFFER :
    NAOYA IMAOKA
  • EXECUTIVE PRODUCER :
    YUSUKE WATANABE
  • FILM PRODUCER :
    KARIN TANINOGAMI
  • HAIR & MAKEUP :
    TAKANORI KAKO
  • POST-PRODUCTION COMPANY :
    PPC, TOKYO
  • EDITOR :
    AZUSA KIKUCHI
  • CAMPAIGN SUMMARY :
    FEATURE PHONES HAVE BEEN MORE POPULAR THAN SMARTPHONES FOR A LONG TIME IN JAPAN. NOW THAT SMARTPHONES HAVE SPREAD RAPIDLY IN RECENT YEARS, A LARGE NUMBER OF FEATURE PHONES ARE SLEEPING AT HOME. IN OLD FEATURE PHONES, PRIVATE PHOTOS, MOVIES, VOICE MESSAGES, AND ANIMATIONS ARE REMAINING BUT CUSTOMERS CANNOT SEE THEM AGAIN BECAUSE THE BATTERIES ARE OUT OF WORK AFTER BEING UNUSED FOR A LONG TIME. NTT DOCOMO, JAPAN’S LEADING MOBILE CAREER COMPANY PROVIDES SERVICE TO REVITALIZE THE BATTERIES AT THE DOCOMO SHOPS. TO PRESENT THE VALUE OF THIS SERVICE, WE MADE A DOCUMENTARY MOVIE THAT SHOWS THE GREAT MOMENTS OF PEOPLE REVISITING THEIR MEMORIES THAT WERE WAITING IN YOUR FEATURE PHONES.
  • THE BRIEF :
    NTT DOCOMO, JAPAN’S NO.1 MOBILE CAREER COMPANY PROVIDES SERVICE TO REVITALIZE THE BATTERIES AT THE DOCOMO SHOPS. FEATURE PHONES HAVE BEEN MORE POPULAR THAN SMARTPHONES FOR A LONG TIME IN JAPAN. NOW THAT SMARTPHONES HAVE SPREAD RAPIDLY IN RECENT YEARS, A LARGE NUMBER OF FEATURE PHONES ARE SLEEPING AT HOME. IN OLD FEATURE PHONES, PRIVATE PHOTOS, MOVIES, MESSAGES, AND ANIMATIONS ARE REMAINING BUT CUSTOMERS CANNOT SEE THEM AGAIN BECAUSE THE BATTERIES ARE OUT OF WORK.
  • THE STRATEGY :
    IN THE MOBILE MARKET OF JAPAN, FEATURE PHONES HAVE BEEN MORE POPULAR THAN SMARTPHONES. THIS TENDENCY IS REMARKABLE ESPECIALLY AMONG SENIOR AND FAMILY USERS WHO HAVE BEEN NTT DOCOMO’S USERS. TO THEM, BEING CONNECTED WITH FAMILY IS MORE CRUCIAL THAN BEING INNOVATIVE OR SMART. SO WE FOCUSED THE COMMUNICATION TARGET ON THEM AND CREATED A HEART-WARMING DOCUMENTARY MOVIE TO KEEP THE ENGAGEMENT WITH THEM. STRATEGICALLY THIS WILL HELP NTT DOCOMO TO KEEP THE NO.1 BRAND POSITION IN THE AGING MARKET OF JAPAN.
  • THE EXECUTION :
    TO PRESENT THE VALUE OF THIS CUSTOMER SERVICE, WE MADE A DOCUMENTARY MOVIE THAT SHARES THE GREAT MOMENTS OF PEOPLE REVISITING THEIR MEMORIES WAITING IN YOUR FEATURE PHONES. TO SHARE IT WITH THE MOVIE, WE ASKED ALL THE PERFORMERS TO BRING THEIR OLD MOBILE PHONES AND RECOVER THEIR DATA INSIDE. THE PHOTOS, MOVIES, MESSAGE TEXTS AND EPISODES ARE REAL ONES FROM THE CASTS.
  • THE RESULT :
    SHARING THE MOVIE ON THE BRAND WEB SITE, NTT DOCOMO STARTED TO EXTEND THIS SERVICE TO OVER 2.300 SHOPS NATIONWIDE TO ACHIEVE EMOTIONAL ENGAGEMENT WITH A HUGE NUMBER OF CUSTOMERS ALL OVER JAPAN, ESPECIALLY WITH THE PEOPLE WHO HAVE BEEN AND WILL BE LIVING GOOD LIVES WITH MOBILE PHONES.