PLY EXHIBITION

Short List
TitlePLY EXHIBITION
BrandKDDI CORPORATION
Product / ServicePLY EXHIBITION
CategoryA10. Environmental Design
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Design/Advertising Agency:DENTSU Tokyo, JAPAN

Credits

Credits

Name Company Position
Hirotoshi Seki Dentsu Inc. Executive Creative Director
Hideo Kambara Dentsu Inc. Creative Director
Takanori Inoue Dentsu Inc. Copywriter
Hideo Kambara Dentsu Inc. Art Director
Yasunari Mori Dentsu Inc. Art Director
Kenichi Togashi Dentsu Inc. Art Director
Yoshinori Nirei Dentsu Inc. Agency Producer
Takuhisa Yokoi Dentsu Inc. Agency Producer
Takeharu Himeno Dentsu Inc. Agency Producer
Dentsu Tec Inc. Production Company
Yasunari Mori Dentsu Tec Inc. Designer
Kenichi Togashi Dentsu Tec Inc. Designer
Yuya Kawamura Dentsu Tec Inc. Designer
Takeshi Miayakawa Dentsu Inc. Account Executive

Brief Explanation

Our goal was to create and introduce a new design-focus functionality in a market where there are more function-oriented designs. We arrived at the idea of using "ply = layers" as a design motif that would allow us to incorporate new functions without having to change the design and also incorporate a number of functions. The six-layered mobile phone that resulted was named "PLY."

The Brief

With a market share of about 30%, au is the second-largest mobile carrier in Japan, where there is an intensifying low-cost service battle. There are also an increasing number of multi-function mobile phones, featuring TV functions, enhanced camera performance, and even a credit card function that can be used for trains or shopping. The battle to develop new functions is also intensifying. Our task, therefore, was to establish au's own identity in this fiercely competitive market and to find effective ways to communicate the product’s innovative design and concept that enable users to discover new excitement in their daily lives.

How the final design was conceived

This represented a totally new look, with a mobile terminal that evokes various impressions as each layer has a different color. Projector, printer, control pad and other functions are all placed in each "ply/layer". We presented the product at a paper craft exhibition in order to showcase its attractions in an emotional manner, rather than as a new technology at a technology exhibition. It was placed at the core of our communications.

Indication of how successful the outcome was in the market

The number of visitors to the exhibition reached 291,675, and 83% of them favored the product, 84% highly evaluated the design quality, and 82.5% answered that their impression of the company had improved. The exhibition also had a great impact in the media and was featured in magazines and on websites both in and outside of Japan (about 78,800*). *Source: Google, December 24, 2008