Title | DORAEMON PROJECT |
Brand | FUJI XEROX |
Product / Service | CLOUD SERVICE/MULTI FUNCTION PRINTER/DOCUMENT HANDLING SOFTWARE |
Category | B04. Consumer Services |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Advertising Agency 2 | DENTSU TEC Tokyo, JAPAN |
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 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.
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.
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.
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.