Iida Design & Branding PLY - MOBILE PHONE by Dentsu Tec Tokyo

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Industry Mobile phones, devices & accessories
Media Design & Branding
Market Japan
Agency Dentsu Tec Tokyo
Copywriter Takanori Inoue
Designer Yuya Kawamura, Yasuaki Mio
Released September 2009

Credits & Description

Category: Electronics, Computers & Audio-Visual
Product/Service: IIDA
Agency: DENTSU
Date of First Appearance: Sep 17 2009 12:00AM
Entrant Company: DENTSU TEC, Tokyo, JAPAN
Entry URL: http://iida.jp/products/ply/
Creative Director / Product Designer: Hideo Kambara (BARAKAN DESIGN)
Art Director / Designer: Yasunari Mori (DENTSU TEC INC.)
Art Director / Designer: Kenichi Togashi (DENTSU TEC INC.)
Designer: Yuya Kawamura (DENTSU TEC INC.)
Copywriter: Takanori Inoue (DENTSU TEC INC.)
Designer: Yasuaki Mio (Karappo)
Account Exective: Takeshi Miyakawa (DENTSU INC.)
Media placement: Mobile Phone - Wireless Retailer / Electronics Retail Store - 17/09/2009

Describe the challenges and key objectives
Our mission was to create new mobile phone that would prove the identity of [ iida ] and innovate the standard of designs of mobile phones with a new concept. Our challenge is to make it attractive like the ads in stores and to make it impressively colorful in contrast with others.

Describe the brief from the client
au is a Mobile phone carrier which shares about 30% users in Japan (the second place in Japan). au got involved in tough competition with another carriers to win users by low price with high performance and many functions, after the introduction of MNP (Mobile Number Portability) service that let users choose a carrier as they like. au decided not to pursue prices but designs to make their identity thoroughly clear. au started the'au design project' well known for its originality worldwide, and established new brand [ iida ].

Describe how you arrived at the final design
First of all, we noticed that the total balance of almost all shell-type and slide-type mobile phones, the main stream design in Japan, is spoilt by there being too many push buttons and an ignorance of its slit’s design. We started by clearing the buttons and slit to get a total balance, and we reached the concept of laminated layers which can solve these problems.

Give some indication of how successful the outcome was in the market
Due to the amount of different media, like TV programmes, newspapers, magazines, and websites that introduced PLY as being a well designed mobile phone, [ iida ]also au won the name of a good design brand. After [ iida ] put PLY on the market, au got more than 69,200 new users (at Nov. 2009). With its newly tub keys, beautiful colours and well designed slits or layers, PLY contributed as flagship model to extend the share of au, and played an important role in getting good places in stores for[ iida ].