|Title||8 EXCITING NAVI-DATE PLAN|
|Product / Service||"AU EZ NAVI-WALK" PHONE APP|
|Entrant||TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN|
|Entrant Company:||TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN|
|Advertising Agency:||TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN|
|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|
|Michitaka SATO||OMNIBUS JAPAN||CG animation Designer|
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.
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.
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.