|Title||PAPER CRAFT SEARCH ENGINE|
|Product / Service||SCOTCH®|
|Category||J01. User experience (UX)|
|Entrant||ASATSU-DK Tokyo, JAPAN|
|Entrant Company||ASATSU-DK Tokyo, JAPAN|
|Advertising Agency||ASATSU-DK Tokyo, JAPAN|
|Yuta Kaneko||ADK||Creative Director/Planner|
|Tetsufumi Takei||ADK||Art Director/Designer/Planner|
|Kazutaka Nakamura||Wab Design INC.||Web Director|
|Hirosumi Watanabe||Wab Design INC.||Web Designer|
|Mina Fujisawa||Wab Design INC.||Web Designer|
|Hironori Chaki||Wab Design INC.||Web Engineer|
|Shigeru Yoneda||Wab Design INC.||Web Engineer|
Our idea was to create a new service that will spark conversation within families, and provide children with a “real” experience. The PAPER CRAFT SEARCH ENGINE is a search service that provides children with paper craft diagrams of almost anything they’d like to make. To answer the target’s needs, 300 original crafts of animals, fish, bugs, vehicles, plants, food, and things that children like were designed. Each design was given a lot of thought so children would have fun making it. We triggered the children’s desire to create by uploading images of finished paper crafts.
Site access: increased by 53,000% (compared from before launching the PAPER CRAFT SEARCH ENGINE) ・People from 85 countries participated in this campaign ・Keyword search: 316,532 times ・Diagram downloads:78,352 downloads ・PR effect worth approximately 100 million yen 78,352 families have experienced real communication through hand crafting together. Not only did this experience create an opportunity to use stationery, but also generated conversation and smiles.
To create opportunity for pre-school & primary school children and their parents to use stationery at home. Unfortunately, with the increasing usage of digital devices, the following two significant aspects have been lost. By regaining these aspects through this campaign, we aim to make the target realize the value of a “hand-making” experience. 1. Conversations between children and their parents, due to the lack of communication. 2. Children’s creativity and imagination, due to the lack of “real” experiences outside of the digital world. Our idea was to create a new service that will spark conversation within families, and provide children with a “real” experience. The PAPER CRAFT SEARCH ENGINE is a search service that provides children with paper craft diagrams of almost anything they’d like to make.