| Title | LIVING WALLET |
| Brand | ZAIM |
| Product / Service | ZAIM (SMARTPHONE APP) |
| Category | A08. Other Digital Solutions in a Promotional Campaign |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Production Company | UNIBA Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yasuharu Sasaki | Dentsu Inc. | Executive Creative Director |
| Kentaro Sagara | Dentsu Inc. | Creative Director/Artdirector/Planner |
| Noriaki Onoe | Dentsu Inc. | Creative Director/Copywriter/Planner |
| Satoshi Kuno | Aoi Pro. Inc. | Creative Producer |
| Rei Kawai | Uniba Inc. | Director/Hardware Developer |
| Hideyuki Saito | Uniba Inc. | Hardware Developer |
| Yui Gokita | Uniba Inc. | Designer |
| Daichi Sato | Uniba Inc. | Ios App Developer |
| Makoto Teramoto | Dentsu Inc. | Adviser |
| Shinsaku Ogawa | Dentsu Inc. | Adviser |
Saving money is a challenge for humans. Considering the fact that people have failed with various saving techniques, it is somewhat similar to dieting. In order to solve the challenge, the bookkeeping app "Zaim" has brought in fun and wise way of saving money managed by smartphones. However, no matter how good we are at budget control, humans cannot help, but often waste money. We came to the conclusion that the problem may lie in wallets that easily allow people to unfold and use it. Therefore, to show the function of Zaim more easily, we invented a totally new wallet.
"The Living Wallet" is a futuristic wallet that can think on its own. When the user is low on funds, the wallet will run away or start screaming. However, if the user has financial legroom, the wallet will wriggle close and read out Amazon's best-selling product list. User's financial situation is collected in conjunction with API of bookkeeping app, "Zaim." This is a totally new approach to spend money for those who are not good at saving, realized by the power of technology.
After we posted the product video on Youtube, "Living Wallet" became viral across the world. "Living Wallet" was featured in some of the biggest media in the world, including BBC, CNN, ABC, Discovery Channel, Daily mail, Mashable, and Creators Project, despite the fact that the budget was only 1 million yen with no PR fee. As a result, the name of the product, "Zaim," and its message "wise and fun way of saving" became widely known to people all over the world. It ended up that the number of users has become more than quadruple compared with the previous year.
The purpose of the campaign was to raise the number of Zaim users, intriguing those who have never used it before. The product was made to let them experience how they change the way they spend the money when using the app.