Seem Digital, Case study The Family Way, 2 by Dentsu Y&R Tokyo

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The Family Way, 2

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Industry Mobile phones, devices & accessories, Health & Pharmaceutical Products
Media Digital, Interactive & Mobile, Case study
Market Japan
Agency Dentsu Y&R Tokyo
Executive Creative Director Jiro Hayashi
Creative Director Yuki Fuse
Art Director Tetsuya Ota, Shinichi Sasaki
Released October 2016

Awards

Cannes Lions 2017
Glass Lion Glass: The Lion for Change: Glass Lions Bronze Lion

Credits & Description

Title: The Family Way
Agency: Dentsu Y&R
Brand: Recruit Lifestyle Co., Ltd.
Country: Japan
Entrant Company: Dentsu Y&R, Tokyo
Advertising Agency: Dentsu Y&R, Tokyo
Media Agency: Dentsu Y&R, Tokyo
Pr Agency: Dentsu Y&R, Tokyo
Production Company: Dentsu Y&R, Tokyo / Tokyo, Tokyo
Additional Company: Dentsu Public Relations, Tokyo / Recruit Communications , Tokyo
Creative Director: Yuki Fuse (Dentsu Y&R)
Executive Creative Director: Jiro Hayashi (Dentsu Y&R)
Strategic Planning Director: Toshihiro Fukushima (Dentsu Y&R)
Account Executive: Hitoshi Yamane (Dentsu Y&R)
Planner: Kentaro Kobayashi (Dentsu Y&R)
Director: Ryuichi Hasegawa (Tokyo)
Producer: Maiko Shimada (Tokyo)
Producer: Jun Kawashima (Tent)
Planning Director: Tadashi Inokuchi (Dentsu Public Relations Inc.)
Planner: Daisuke Inoue (Dentsu Public Relations Inc.)
Planner: Kana Fujino (Dentsu Public Relations Inc.)
Art Director: Tetsuya Ota (Recruit Communications Co., Ltd.)
Director: Ayako Asano (Recruit Communications Co., Ltd.)
Managing Director: Yukiya Hagihara (Recruit Communications Co., Ltd.)
Business Director: Ryo Irisawa (Recruit Lifestyle Co., Ltd.)
Art Director: Shinichi Sasaki (Dentsu Y&R)
Production Manager: Miki Takusagawa (Tokyo)
Production Manager: Tomoko Morishige (Tokyo)
Pr Planner: Isao Kurahashi (Dentsu Public Relations Inc.)
Designer: Fuyuki Shimazu (Freelance)
Pr Planner: Mariko Furukawa (Dentsu Public Relations Inc.)
Cameraman: Shingo Ikeura (Freelance)
Lighting: Hiroki Nishigaya (Freelance)
Art Design: Yuichi Ishida (Rmond)
Music Producer: Erik Reiff (Audioforce)
Mixer: Tomotsugu Kawamura (Ppc)
Public Relations: Ayumi Tokura (Recruit Lifestyle Co., Ltd.)
Execution:
Under the supervision of specialist doctors, nearly 200 clinical trials were conducted to develop an easy-to-use and accurate sperm self-check device.In order to communicate Seem’s user benefit, i.e. reduction in the duration, cost, and stress of infertility treatment achieved by men's early participation, we uploaded a documentary movie showing the stories of multiple couples. At product launch, we assigned Amazon and a major electronics retailer’s e-commerce site as the main sales outlets, to allow the target an easy access. We also encouraged local governments and municipalities threatened by declining population and birthrate to utilize Seem and strengthen their financial support to male infertility treatment.
Brief with projected outcomes:
In Japanese society, men tend to “leave it to women to achieve pregnancy” due to a conventional notion rooted in the society that " an infertility treatment is solely for women."Due to media regulation, we cannot use the word "sperm" in public broadcast including TV and radio. Cause of infertility can be determined only after a doctor's examination at a clinic or hospital.
Strategy:
-Target- In addition to men who are engaged in Trying to Conceive(TTC), Seem is also targeted at men in the digital native generation who hope to have a child in future. Visiting a clinic represents a high psychological hurdle for them, and it would much easier for them to try Seem and self-check their sperm with a smartphone when they can test it in the privacy of their own home.-Communication Strategy- We launched Seem at the very moment the government has announced the “record-low birthrate”, shedding light upon the "crisis" this country is facing. As declining birthrate and the necessity of men's early participation in TTC became a widely discussed topic among media and general public, so we have taken action to make Seem relevant to the discussion and attract attention to the news of its launch.
Synopsis:
The population in Japan is expected to decline by as much as 25% by 2050.One of the major factors behind it is the increasing number of couples having infertility problems, due to the growing tendency to marry and have children later in life. According to WHO, nearly half (48%) of infertility cases are caused by the men’s side. However, in many cases of infertility treatment, only women undergo various tests while men take no action at the initial stage, causing couples to spend longer than necessary to reach an effective treatment. Behind this phenomenon lies Japanese society’s deep-rooted perception that "infertility treatment is solely for women", and Japanese men’s strong reluctance to “have their semen tested even at a hospital”.
Outcome:
Men are shown to be highly receptive to Seem, with purchase intention at 71%. Seem became a top-selling product in Amazon’s healthcare category. Prompted by the test result from using Seem, one in three (33%) Seem users overcame their reluctance to "be tested at a clinic" and actually visited one. Seem played a role in triggering vigorous discussions on early male participation in TTC, and we successfully removed the society’s fixed perception that “infertility treatment is solely for women”, and made it today’s common sense that men should also proactively participate in TTC and infertility treatment. Several municipalities (Yokosuka-shi, Saitama Prefecture), threatened by declining population and birthrate, have begun providing financial support to male infertility treatment to reduce the burden on women. Male infertility test is not something women can easily suggest to their partners, but Seem successfully created a trend that encourages men to "give it a try".