The Campaign

Smart phone has created phenomenon of 'head-downers', who browse phones all the time. This results an active interaction on the virtual social network, but distant one in the real world. Relationship temperature of real social network is dropping. Hitachi air conditioner, the temperature expert, points out the issue 'hot on Facebook, cold in the real world', for consumers to understand the relationship. Through the recognition of this issue, Hitachi encourages consumers to meet friends in the real world; to get back the temperature of relationship by turning the virtual social network into a real social network.

Success of the Campaign

-90,000 viewed the concept video. -Over 160,000 participants on digital site. -110% of earned media through shared Facebook posts. -3,000 people participated face-to-face event. -Earned TV news coverage of US.$20,000(NT$600,000) media value.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Starting from a concept video of a story happening everywhere today addressing the issue 'hot on Facebook, cold in the real world' on YouTube, the dropping temperature in real social life aroused media and mass attention. We talk to the target audience at where they feel the most relevant to the issue – Facebook. Through a relationship temperature test, we encourage consumers to examine the social network impact on relationships and invite them to meet each other in person at Hitachi event. At the event day, we parodied an actual Facebook wall, letting consumers meet face to face to bring back the temperature of the relationship, and created another wave of media coverage.