Category: Titanium and Integrated
Advertiser: NTT COMMUNICATIONS CORPORATION
Product/Service: 050 PLUS APP
Agency: NTT ADVERTISING
Creative Director/Copy Writer: Asuka Ishikawa (NTT Advertising)
Producer/Director: Daisuke Kikuchi (NTT Advertising)
Director: Kumiko Otani (NTT Advertising)
Assistant Director: Koji Shibata (NTT Advertising)
Account Manager: Hideki Yamamoto (White Box Co.)
Director: Ken Ichiyanagi (White Box Co.)
Assistant Director: Kazuhiro Kudaka (White Box Co.)
Producer: Hiroaki Kobayashi (Tohokushinsha Film Corporation)
Playwright/Director: Yukiko Motoya (Freelance)
Producer: Tadayuki Tanabe (TYO)
Creative Director: Hiroshi Bito (Com Co.)
Art Director: Fumiko Kato (Com Co.)
Director: Hijiri Kawahara (Com Co.)
Director: Shunya Inomata (Com Co.)
Designer: Miyuki Sakamoto (Com Co.)
Programar: Hiroki Ichikawa (Com Co.)
Producer: Taro Kawazoe (Zeo Corporation)
Director: Junpei Nomura (Zeo Corporation)
Media placement: Leaflets - Aoyama Theatre(Other Theater) - 06 October 2011
Media placement: SNS - Twittie,mixi,Blog - 06 October 2011
Media placement: Web News Media - Yahoo!Japan(Other Web News Media) - 24 October 2011
Media placement: Outdoor - Apparel Shop(COLLECT POINT/hiromichi Nakano) - 24 October 2011
Media placement: Rich Media - Ustream,youtube - 25 October 2011
Media placement: Web Media - Ad Network - 06 November 2011
Describe the campaign/entry
This campaign is to promote '050 plus app', a free IP phone call application. Because communication through e-mails by mobile phones and smartphones are more common than communication through phone calls in Japan, we thought we needed to promote 'call' in general before promoting the service merits of a specific service - in our case '050 plus'. Therefore, we set our campaign objectives as follows:
1. To stimulate people’s interest in phone calls
2. To create news topics and have people talk about the campaign
3. To make smartphone users download the app
To achieve those objectives, we used a unique style promotion, called 'display window call drama'. We used display windows as stages. The drama was acted only through calls because an actor and actress were at the distanced locations; thus, it left spectators with the impressions of calling.
Describe how the campaign/entry was launched across each channel in the order of implementation
Chat Play Showcase is the integrated campaign: An actor and actress acted at showcases in 2 separated apparel stores, and the acting was synchronised through phone calls by using the 050 plus app. We used brochures and the official website as announcement tools. However, we kept the venues secret until the acting day, for the purpose of increasing WOM. On the acting day, we announced the venue information on the official website. In addition, we distributed the brochure, which include venue information, to pedestrians near the venues. The spectators, who were mostly made up of pedestrians, were able to see the live coverage of the acting at another location through the 050 plus app; thus he or she could watch the entire show in real time. (Although, we did later upload the movies of both locations onto the website.)
Give some idea of how successful this campaign/entry was with both client and consumer
We approached more than 3,000 pedestrians near 2 venues where the drama was acted. The 2 venue stores are located close enough for people to notice something. Over 130,000 unique users visited the websites. The advertising value equivalent is more than 4 times of the cost of campaign. The number of app downloads increased by 30% compared to the before campaign. In addition, the 050 plus application earned the gold prize of the ASCII smartphone App awards 2011, presented by the website of Weekly ASCII, a well-known and respected IT magazine in Japan.