The Campaign

This is a bizarre story in which a single person is cast in every role. Our campaign to promote the extensive task-specific Post-it® lineup dares to cast the same actor in every role in an absurd workplace drama. Just as there is a right person for each role in a workplace drama, there’s a right Post-it® product for every job in the office. A six-part “romantic comedy” series, in which the main character navigates the shoals of love and work, despite suffering from a rare and traumatizing “everyone looks just like me” disease. During the campaign, a new episode was released every week.

Results

Our challenge was to promote task-specific use of the extensive variety of Post-it® products. But people who are not interested in the task-specific variety of Post-it notes in the first place will certainly not be interested in a straightforward promotional campaign. This is where we came up with our idea for “One Person, Many Roles,” an absurd workplace drama with the same actor cast in every role, emphasizing how there’s a right person for every role just as there’s a right Post-it® product for every job. We posted the six-part series on YouTube, with a new episode released every week. We also set up a campaign site. Each episode included a mistaken use of Post-it® notes that contributed to the plot, with suggestions for task specific solutions displayed in the closing credits. The campaign site also displayed mistaken and appropriate uses for task-specific Post-it® notes. Banner ads, YouTube ads, a trailer and other media were used to attract viewers to the web movies and the campaign site.

Our workplace drama featured the very popular actor and musician, Hamano Kenta, who singlehandedly played all the roles. We worked with a film team to create film-quality content that combined a clever script and high-quality visuals with a structure conceived to fuel eager anticipation for each successive segment of the story. The emotionally engaging ending was devised to leave our viewers feeling happy.

“You gotta watch it, it’s a scream!” “It made me laugh right out loud, it’s great!” “I loved the ending!” “I love this kind of promotion!” The drama received countless positive comments, a conversation that would never be generated by a standard product promotion. As a result, access to the Post-it® site increased 163% year-on-year and KPIs established by the client were surpassed by more than two-fold.