Softbank Promo, Case study AR SELF CHECKER by Amana Tokyo, Dentsu Inc. Tokyo

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Industry Business equipment & services, Recruiting, Corporate Image
Media Promo & PR, Case study
Market Japan
Agency Amana Tokyo
Agency Dentsu Inc. Tokyo
Director Kaori Yoshida
Creative Director Hiroshi Sasaki
Art Director Masami Iida
Copywriter Satoko Horikawa
Producer Hiroki Goto
Illustrator Toru Adachi, Syunsuke Itakura
Released February 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: SOFTBANK
Agency: DENTSU
Date of First Appearance: Feb 20 2011
Entrant Company: AMANA INTERACTIVE, Tokyo, JAPAN
Entry URL:
Creative Director: Hiroshi Sasaki (SHINGATA)
Interactive Creative Director: Yujiro Kaizawa (DENTSU)
Planner: Yasuhiro Tsuchiya (DENTSU)
Planner: Noriko Osumi (DENTSU)
Copywriter: Satoko Horikawa (DENTSU)
Director/ Art Director: Sachiko Oyamada (AMANAINTERACTIVE)
Director: Kaori Yoshida (AMANAINTERACTIVE)
Agency Producer: Tomonobu Yamazumi (DENTSU)
Agency Producer: Masahiro Miyagawa (DENTSU)
Producer: Hiroki Goto (AMANAINTERACTIVE)
Account Executive: Tsuyoshi Kozono (DENTSU)
Account Executive: Masakuni Takahara (DENTSU)
Account Executive: Kazuhiko Yabutani (DENTSU)
Art Director: Masami Iida (DENTSU)
APP Director: Tom Kawada (ALTERNATIVE DESIGN++)
APP Teqnical Director: Shinji Takagi (ALTERNATIVE DESIGN++)
APP Designer: Misato Yamamoto (ALTERNATIVE DESIGN++)
Illustrator: Toru Adachi (AC-BU)
Illustrator: Syunsuke Itakura (AC-BU)
APP Supervise: Yoshiko Takaoka (C+F INSTITUTE)
Media placement: IPhone Application - App Store - 20 February 2011
Media placement: Web Site - Softbank's Web - 1 October 2010
Media placement: Brochure(AR Answer Sheet) - DM - 21 Feburuary 2011
Media placement: Outdoor Media (Poster) - Recruiting Event Etc. - 1 October 2010
Media placement: Event - SoftBank Building - 21 Feburuary 2011

Insights, Strategy & the Idea
In recent years, Japanese college students face a very hard employment situation. Our aim was to support college students who were applicants of SoftBank’s employment with utility tool that only SoftBank could provide. SoftBank was the company such as:
- One of the most important telecom companies in Japan.
- One of the most innovative companies in Japan.
- The only company that provides iPhone in Japan.
The tool was expected to promote better understanding of SoftBank among the students who face hard Japanese employment situation these days. Therefore they liked SoftBank a lot.

Creative Execution
We created “AR self checker” to enhance recruitment communication. We focused on self-examination which was a popular way to support job hunting in Japan. The tool consisted of AR answer sheet and iPhone application.
The idea was based on enneagram (The typology defines 9 personality types). Then, to involve more students, a pre-recruitment exam was simulated. On the application, enneagram types of SOFTBANK’s employees were useful for the students to understand about the company. The application also had important role as company brochures.
Three points of this application were:
1. To activate communication between students and SOFTBANK.
2. To activate communication between students and other students.
3. To impress SOFTBANK as innovative company in public.

Results and Effectiveness
“AR self checker” were also performed by the President at SOFTBANK’s company information session.
About 5000 students experienced “AR self examination” during the session.
AR application hit a record of best seller application at Apple’s app store.
It became very famous on several social networking services (twitter etc.).
The applications drastically increased.