MYNAVI Promo, Case study FRAME by J. Walter Thompson Tokyo

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Industry Website
Media Promo & PR, Case study
Market Japan
Agency J. Walter Thompson Tokyo
Director Isao Yukisada
Creative Director Koichi Ishiwata
Art Director Minoru Gohshi
Copywriter Yukino Miyatsu
Producer Shinya Kishiro, Yasuhiro Kawasaki
Account Supervisor Takanori Miyasaka
Released October 2009

Credits & Description

Category: Best Use of Television
Product/Service: MY NAVI JOB WEBSITE
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: JWT JAPAN, Tokyo, JAPAN
Creative Director: Koichi Ishiwata (JWT Japan)
Art Director: Minoru Gohshi (JWT Japan)
Copywriter: Yukino Miyatsu (JWT Japan)
Director: Isao Yukisada
Cameraman: Jun Fukumoto
Gaffer: Yoshio Tsunetani
Producer: Shinya Kishiro (Robot Comminications)
Producer: Yasuhiro Kawasaki (Robot Communications)
Senior Account Director: Masaki Tanaka (JWT Japan)
Account Director: Hajime Kato (JWT Japan)
Account Supervisor: Takanori Miyasaka (JWT Japan)
Artist: Flumpool (AMUSU)
Composer: Kazuki Sakai (AMUSU)
Lyricist: Ryuta Yamamura (AMUSU)
Media placement: Digital - My Navi Official Website - 01/10/2009
Media placement: TV - 1 Spots - Tokyo Metropolitan Television - 05/12/2009
Media placement: TV - 2spots - TBS TV - 23/01/2010

Results and Effectiveness
- The campaign culminated with a sold out concert at Japan’s most prestigious venue. 30,000 people came together to hear our message. - While My Navi went around major universities to show the film to motivate the students, other universities nationwide asked if they could show the film too. - Of 700,000 graduating students in Japan, 690,000 signed up with My Navi to join us in paving their future. - My Navi became the No. 1 job search engine in Japan by reaching out and providing a ray of hope.

Creative Execution
We didn’t pretend to have all the answers. Instead, we inspired college grads to have a vision of where they could be in 10 years time. And we found the most inspiring vehicle to deliver our message...MUSIC. The song was written by a very unique pop-band that started a radio programme with over one million young listeners nationwide to help students with their problems and try to make their lives better. The song’s popularity warranted the creation for a short film which was aired nationally.

Insights, Strategy & the Idea
Our challenge was to grow Japan’s No. 2 job site, My Navi, during a time when there were no jobs. In Japan, the economic crisis is seriously affecting the economy and employment. Students diligently followed a path they were told would lead to success. But just as they were about to graduate college, they found out the odds were against them getting any job. Few were able to find a job placement well before graduation but one month before they were supposed to start, they received a letter telling them the job no longer existed. They were all looking for answers but no one had any. We saw an opportunity for My Navi to do well, by doing good. While other job sites offered empty promises, we realised that there was something fundamental at the heart of the search for a job. Hope for the future.