KEEP ON STUDYING

TitleKEEP ON STUDYING
ClientU-CAN
Product / ServiceLEARNING MATERIAL FOR CERTIFICATION
CategoryB02. Consumer Products & Services
EntrantHAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN
Entrant Company:HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN
Sales Promotion/Advertising Agency:HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN

The Brief

U-CAN offers learning material for certification and correspondence courses. Their products are made to be easy to understand even for beginners and busy people and enabling to study anytime, anywhere. The objective of this promotion was to advertise the product and prove its value. By doing so, increase the enrollment of their correspondence courses.

Describe how the promotion developed from concept to implementation

Our concept, ''KEEP ON STUDYING''. The goal was to prove that even busy people could keep on studying with U-CAN's learning material. To do this, we decided to use AYAKO IMOTO, a TV personality that everybody could identify as the busiest woman in Japan. We had her enroll in a course and study while continuing with her regular work with the belief that she would pass her exam. To show that it was for real, document her progress through tweets and on video via Youtube. To generate further publicity by opening with a press conference and airing TV commercials throughout.

Describe the success of the promotion with both client and consumer including some quantifiable results

“The Challenge by Japan’s Busiest Woman” was covered by over 30 TV programs and newspapers. Her progress documented through YouTube and her website created an enormous sensation with simultaneous access of 200,000 visitors in two months. As she posted updates of her struggles on her blog and through Twitter, she gained over 40,000 followers, tweets of support poured in. All over Japan people began to take notice of her incredible challenge. And applications for her U-CAN correspondence course increased by 300% over a two month period.

Explain why the method of promotion was most relevant to the product or service

The value of U-CAN's product could not be truly appreciated until experienced. Furthermore, the very goal of taking correspondence courses is to attain certification. The fact that even busy people are able to study with U-CAN's learning material and successfully attain certification was the message of product. The most effective way to get this message out to consumers was to use a TV personality everybody could identify as busier than themselves, and show that even she could do it.

Credits

Name Company Position
AKIMITSU SHIMAZAKI HAKUHODO DY MEDIA PARTNERS Inc. Creative Director
MINAKO TANAKA HAKUHODO DY MEDIA PARTNERS Inc. Associate Creative Director
KAZUAKI HASHIDA HAKUHODO KETTLE Inc. PR Plannar
SEIKO NAKAMURA Seiko Office Inc. Copywriter
MASAKI YAMAZAKI HIYOCO STUDIO Art Director
NAOYUKI WATANABE HAKUHODO PRODUCT'S Inc. Producer
KENTARO KAUCHI HAKUHODO PRODUCT'S Inc. Director
KOTARO UNOKI HAKUHODO PRODUCT'S Inc. Production Manager
YASUHIRO MIYAMOTO TOHOKU SHINSYA FILM CORPORATION Director
KENTA NAKAZAWA TOHOKU SHINSYA FILM CORPORATION Producer