DORAEMON PROJECT

TitleDORAEMON PROJECT
BrandFUJI XEROX
Product / ServiceCLOUD SERVICE/MULTI FUNCTION PRINTER/DOCUMENT HANDLING SOFTWARE
CategoryB04. Consumer Services
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Advertising Agency 2 DENTSU TEC Tokyo, JAPAN

Credits

Name Company Position
Shinya Seino DENTSU INC. Creative Director/Idea
Yoshiya Morinaga DENTSU INC. Planning Director
Yusuke Shimano DENTSU INC. Copywriter/Idea
Shinsaku Ogawa DENTSU TEC INC. Technical Director
Yuichi Kitada DENTSU INC. Tv Writer
Kazuhide Adachi DENTSU INC. Tv Writer
Yuki Ohtsu DENTSU INC. Copywriter
Moe Kobayashi DENTSU INC. Art Director
Masahiro Miyakawa DENTSU INC. Producer
Toshifumi Ooiso ENGINE PLUS INC. Production Producer
Hitoshi Kaneko ENGINE PLUS INC. Production Producer
Yohei Tanaka ENGINE Film INC. Production Producer
Toshiyuki Hashimoto Aircord Inc Production Producer/Technical Director
Takashi Kamata Spfdesign Inc. Interface Designer
Masataka Kimura TASKO INC Product Designer
Naoto Hisai VECTOR INC Pr Planner
Yasutake Ijichi VECTOR INC Pr Planner
Takafumi Arimitsu DENTSU CREATIVE FORCE INC. Creative Producer
Kohei Kadota DENTSU INC. Account Executive

The Brief

The target audience was new customers—presidents of small- to medium-sized enterprises (SMEs). The objective was to create an inviting, mid- to long-term campaign that would generate target audience interest in Fuji Xerox IT Solution Services.

Creative Execution

If they work cooperatively, even small individual companies can become a powerful force. By generating news that Fuji Xerox IT Solution Services was supporting cooperating companies in their efforts to create “tools from the future,” the presence and technological capabilities of SMEs was advertised and fans of the brand increased.

Describe the creative solution to the brief/objective.

The creative solution was to employ the capabilities of SMEs to try and make the “tools from the future” that appear in Doraemon, a nationally-loved manga series known by everyone in Japan. The desired outcome was to make the technological capabilities of Japanese SMEs widely known.

Results

The campaign was launched in January 2014. The PR release was picked up by a lot of media and through newspaper and TV the campaign gained wider recognition. It was popular and was used at a Fuji Xerox B to B events and played actively in business discussions. ・A lot of service inquiries ・Through events, etc. more than 2,000 companies came in contact with the “tool” ・More than 100 media appearance including TV, newspaper and on-line magazines covered the campaign. ・More than 750,000 times project movie viewing in one month on YouTube.