SPEAK UP STORY by Dentsu Inc. Tokyo for JAPAN BROADCAST PUBLISHING

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SPEAK UP STORY

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Industry Mobile applications
Media Direct marketing
Market Japan
Agency Dentsu Inc. Tokyo
Art Director Nao Hirano
Producer Satoshi Oono, Koji Yamaguchi
Released January 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: JAPAN BROADCAST PUBLISHING
Product/Service: IPHONE APP
Agency: DENTSU
Date of First Appearance: Jan 4 2011
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://www.interactive-salaryman.com/pieces/speakupstory_e/
Creative Director / Planner / Copywriter: So George Sugitomo (Dentsu)
Art Director: Nao Hirano (Dentsu)
Agency Producer: Toshitaka Kamiya (Dentsu)
Technical Producer: Yusuke Nakada (Dentsu)
Producer: Koji Yamaguchi (AOI Promotion)
Producer: Satoshi Oono (AOI Promotion)
Media placement: Web Movie - YOUTUBE - Jan 4th 2011

Describe the brief/objective of the direct campaign.
“Japan Broadcast Publishing” is known for their language textbooks published every month. And learning Korean is becoming popular in Japan, owing to the imported Korean TV series and movies.
“Japan Broadcast Publishing” launched their first iPhone app the “Korean Word Book” for the Japanese market. This app is not for Korean beginners but for intermediate and above Korean learners, not a large market but a very serious one.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Many Japanese studying Korean watch Korean programs on YOUTUBE. They can practice their hearing skills by this way, but there was no place for them to practice their pronunciation.
When learning a foreign language, people want to know how well they are learning, and want to try to use their new language skills. Especially speaking skills is fun to try out.
So we made a YOUTUBE movie, the “Speak Up Story”.
Now you can practice your Korean language skills through YOUTUBE !
We asked Korean restaurants throughout Tokyo to inform the customers directly about 'Speak Up Story'.The customers watched 'Speak Up Story' in the restaurants on their iPhones and challenged the movie on the spot.

Explain why the creative execution was relevant to the product or service.
With no subtitles, you have to understand the Korean scenario, and be able to order Korean dishes in Korean at a Korean restaurant.
By using “Google Mobile App” you have to pronounce the Korean dishes accurately in order to proceed to the next YOUTUBE movie, which will be ranked top when pronounced correctly.
“Speak Up Story” turned out to be the cheapest way to know if your Korean is improving or not especially your pronunciation.
Watch and practice your Korean skills on your iPhone, and if your are satisfied just download the new app on the spot.

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.
Even though the movie was very difficult for Korean beginners, the “Speak Up Story” was blogged and buzzed between the Korean fans. And the “Korean Word Book” iPhone app was downloaded over 2000 times, becoming the No.1 language app selling in Japan.