NTT DoCoMo DM, Case study Toilet Paper For Smartphones [case video] by Tokyu Agency

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Toilet Paper For Smartphones [case video]

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Industry Mobile phones, devices & accessories
Media Direct marketing, Case study
Market Japan
Agency Tokyu Agency
Creative Director Hideaki Morohashi
Art Director Toshimi Hayashi
Copywriter Hideaki Morohashi
Production AOI Pro.
Director Seiji Kofune
Released October 2016

Awards

ADFEST 2017
Media Lotus Best Use Of Outdoor & Transit Gold

Credits & Description

Company Entering: Tokyu Agency Inc., Tokyo
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 Japans 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 Worlds First toilet Paper For Smartphones" In Narita International Airport, The Visitors 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 Docomos 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.