8 EXCITING NAVI-DATE PLAN

Title8 EXCITING NAVI-DATE PLAN
ClientKDDI CORPRATION
Product / Service"AU EZ NAVI-WALK" PHONE APP
EntrantTOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Entrant Company:TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Advertising Agency:TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN

Credits

The Campaign

Recently, Japanese young men are feminizing. They are so shy and passive. Many young generation are faced with crisis. Also Japan is facing the falling birthrate problem. So, the most popular mobile company among youth, "au", supported Spring date projects. It is used a mobile navigation system. The 8 different date courses include Anime-Otaku course, no-money course, fortune teller course, and some popular talents and the masters of the genres suggestion course. Couples get excited that they have no idea where the destinations are. "au" supported the young generation to go out with their mobile.

Success of the Campaign

During the 20 days of campaign period, 1,082,029 people visited the special website. Application members were increased to 2,156,000. It became a popular topic among young couples who accessed to this site and other mobile users who can not access were even talking about it. We contributed to create the brand image of "au" = youth mobile phone.

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

There is an application called "Navi-Walk" in "au" mobile phone. They set up secret date courses for a limited time. It guides you to unknown destination. Just before the campaign, they had a survey among the young generation and the result was that couples tend to get breaking up if the date was not fun. We broadcasted this result and raised awareness. During the campaign, popular talents who produced the date plans were on the outdoor poster saying "Do you wanna date with me?" and became a hot topic.

Credits

Name Company Position
Norifumi ADACHI DENTSU Creative Director
Tomoko MATSUMOTO DENTSU Copy Writer
Asako NAGAI DENTSU Strategic Plannner
Hirofumi WATANABE DENTSU Art Director
Takao FUKUSHIMA DENTSU Agency Producer
Shigetada FUKASE DENTSU Account Manager
Akira KURATA DENTSU Account Manager
Junichi YOSHIDA J.C.SPARK Graphic Designer
Jin TSUNODA TOHOKUSHINSHA Film Producer
Kimi YAWATA TOHOKUSHINSHA Film Director
Takashi HASE NEOPANAMA Writer
Shinji MINAMI Cameraman
Michitaka SATO OMNIBUS JAPAN CG animation Designer