FRAME

TitleFRAME
ClientMAINICHI COMMUNICATIONS
Product / ServiceJOB SEARCH ENGINE
EntrantJWT JAPAN Tokyo, JAPAN
Entrant Company:JWT JAPAN Tokyo, JAPAN
Advertising Agency:JWT JAPAN Tokyo, JAPAN

Credits

The Campaign

Our challenge was to grow Japan's No. 2 job search engine during a time when there were no jobs. In recent years, the job hunt in Japan has dramatically changed. The global economic downturn and Japan’s stagnant economy meant that companies were hiring fewer people. The job market, which favored students up until two years ago, has shifted toward favoring companies. In this rapidly changing job market, the targets of MyNavi - students looking for work - have seen their predecessors fail to find jobs and they were feeling extremely nervous and anxious before they have even begun their job search. They were all looking for answers but no one had any. We saw an opportunity for MyNavi to do well, by doing good.

Success of the Campaign

- Of just over 700,000 graduating students in Japan, 690,000 signed up with MyNavi. - The former No. 2 job search engine in Japan became the No. 1. - Major universities throughout Japan requested a showing of the short movie to motivate their students. - The campaign culminated with Flumpool's sold out concert at Japan’s most prestigious venue (Budokan), 30,000 people came together to hear our message. - Students realized that what they were looking for was no longer just a website that helped them with the short-term goals or interview techniques but a place that could provide them with a ray of hope and inspired them to have a vision of where they could be in the future.

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

While other job sites offered empty promises, we realized that there was something fundamental at the heart of the search for a job. Hope for the future. We wanted to inspire college grads to have a vision of where they could be in 10 years time. Advertising alone wasn’t enough to do that. So we found the most inspiring vehicle to deliver our message...MUSIC. The song was written by a pop-band that started a radio program with over one million students nationwide to help them make their lives better. The song soon became a hit and it was downloaded endlessly from the online music stores. The song's popularity warranted the creation for a short film. It was aired nationally on TV channels and websites and major universities, which captured attention from various mass media and created a word-of mouth advertising.

Credits

Name Company Position
Koichi ISHIWATA JWT Japan Creative Director
Minoru GOHSHI JWT Japan Art Director
Yukino MIYATSU JWT Japan Copywriter
Isao YUKISADA Second Sight Director
Shinya KISHIRO Robot Communications Inc. Producer
Yasuhiro KAWASAKI Robot Communications Inc. Producer
Flumpool Amusu Artist
Masaki TANAKA JWT Japan Senior Account Management
Hajime KATO JWT Japan Account Director
Takanori MIYASAKA JWT Japan Account Supervisor
Jun FUKUMOTO (Freelancer) Cameraman
Yoshio TSUNETANI (Freelancer) Gaffer