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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Naoya Hosokawa
Art Director Takahiro Tsuchiya
Copywriter Toru Oyama
Strategic Planner Koichi Yamamoto, Takuya Takemoto
Released May 2009

Credits & Description

Category: Traffic & Brand Building
Product/Service: CONSUMER PCS
Agency: DENTSU
Date of First Appearance: May 20 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://www.shukatsu-itsme.jp/
Creative Director: Naoya Hosokawa (Dentsu)
Art Director: Takahiro Tsuchiya (Dentsu)
Copywriter: Toru Oyama (Dentsu)
Web Planner: Yasuhiro Yuya (Dentsu)
Web Planner: Ryohei Manabe (Dentsu)
Strategic Planner: Koichi Yamamoto (Dentsu)
Strategic Planner: Takuya Takemoto (Dentsu)
OOH Planner: Motofumi Kanesaka (Dentsu)
OOH Planner: Hiroto Fujinami (Dentsu)
Web Producer: Sumi Kishimoto (Dentsu)
PR Producer: Yuta Muto (Dentsu)
Film Production Company: Monster Ultra (Monster Ultra)
Interactive Agency: Semitransparent Design (Semitransparent Design)
Media Art: Qosmo (Qosmo)
Design: Taki Corporation (Taki Corporation)
Media placement: Campaign Booth In College Campuses - Tokyo - 20 May, 2009
Media placement: Free Copy Paper Advertising In College Campuses - Tokyo - 20 May, 2009
Media placement: Sticker Promotion Around College Campuses - Tokyo - 20 May, 2009
Media placement: Outdoor Ad By College Campus - Tokyo - 20 May, 2009
Media placement: Newspaper Ad - Nikkei NP - 20 May, 2009
Media placement: Newspaper Ad - Nikkei NP - 31 August, 2009
Media placement: Newspaper Ad - Nikkei NP - 1 October, 2009

Describe the brief/objective of the direct campaign.

The global corporate slogan of HP is “The Computer is Personal Again”. However, HP Japan has been trying unsuccessfully to communicate this brand message. The objective is to build a strong brand pull for HP Japan by establishing a brand image among young people that HP is a PC brand that lets you express yourself.

Explain why the creative execution was relevant to the product or service.
We felt that the best time to communicate the message “express yourself” to young people is during their job-hunting period - because when they are job-hunting, they lose all individuality. In Japan, everybody in their third year at college starts to put on a dark suit, dyes their hair back to black, memorise a job interview manual for model answers, and battle against everyone else to find employment with any company that offers security for the rest of their working lives.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We launched a campaign that put individuality back into job-hunting in Japan. It was the introduction of an entirely new recruitment system: students who gave unique answers to questions set by top executives of leading companies in Japan on the HP campaign site were given an opportunity to have face-to-face job interviews with the presidents.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
During the campaign period, over 100,000 students registered on the site and became believers in the HP brand that encouraged them to “express yourself.” One hundred of them were given an opportunity to meet top executives for job interviews, given exemptions from job application examinations, and allowed to participate in a special internship program. Through the campaign, the score of the HP brand awareness among college students became 223% from the previous year. Job recruitment is a national event that occurs every year. By making it the stage for our campaign, we created a mechanism by which we send over 100,000 young HP fans into the market each year.