|Title||AM I OKAY?|
|Product / Service||GROUPWARE|
|Category||A01. Fiction: series or film|
|Entrant||NIHON KEIZAI ADVERTISING Tokyo, JAPAN|
|Entrant Company||NIHON KEIZAI ADVERTISING Tokyo, JAPAN|
|Contributing Company||NIHON KEIZAI ADVERTISING Tokyo, JAPAN|
|Production Company||TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN|
|Yukio Ohtsuki||Cybozu, Inc.||Project Leader|
|Masakazu Taniyama||TANIYAMA ADVERTISING LIMITED||Creative Director/Copywriter|
|Michiko Inoue||TOHOKUSHINSHA FILM CORPORATION||Executive Producer|
|Eiko Kawashima||TOHOKUSHINSHA FILM CORPORATION||Director|
|Kurumi Suzuki||TOHOKUSHINSHA FILM CORPORATION||Planner|
|Makiko Isaka||TANIYAMA ADVERTISING LIMITED||Copywriter|
|Tsuyoshi Date||TOHOKUSHINSHA FILM CORPORATION||Producer|
|Hayasaka Shin||TOHOKUSHINSHA FILM CORPORATION||Cinematographer|
|Takamichi Fujita||TOHOKUSHINSHA FILM CORPORATION||Gaffer|
|Hiroyuki Nakamura||TOHOKUSHINSHA FILM CORPORATION||Editor|
|Toru Yabe||TOHOKUSHINSHA FILM CORPORATION||Editor|
|Tatsuki Hayashi||TOHOKUSHINSHA FILM CORPORATION||Production Manager|
|Hidefumi Watanabe||MR.MUSIC,INC.||Music Composer|
|Manabu Watanabe||NIHON KEIZAI ADVERTISING CO.,LTD||Agency Producer|
|Hirotaka Ikeda||NIHON KEIZAI ADVERTISING CO.,LTD||Agency Producer|
|Tasuku Kanno||NIHON KEIZAI ADVERTISING CO.,LTD||Agency Planner|
|Hiroyuki Ishii||NIHON KEIZAI ADVERTISING CO.,LTD||Agency Planner|
|Shohei Yukimoto||NIHON KEIZAI ADVERTISING CO.,LTD||Agency Planner|
In Japan, where it’s difficult for women to continue working after childbirth, the declining birth rate is a problem. The percentage of men taking childcare leave is a paltry 1.8%, and the average husband only spends 39 minutes a day participating in childcare activities. Since the social background, Branded Entertainment about working women and working mothers is often made by companies. However, they get their contents flaming because the work style issue is sensitive as each working people are in different situations. Cybozu thinks that “institutions”, “atmosphere”, and “tools” are important for changing work styles. In Japan, working mothers are still hard-pressed because even with new institutions and mechanisms, people’s values have not changed. Cybozu has made new institutions and good atmosphere by themselves and has supplied tools which can help working mothers to work. Therefore, our campaign which raised questions about the social issues to change the atmosphere induced empathy.
The market of groupware is mature. We redefined the corporate mission and vision to say “Cybozu is a company that provides not only groupware, but also teamwork.” The world has many teams that are not part of companies, and Cybozu wants all of them to use its groupware. However, because Cybozu's corporate brand has low recognition in the B2C market, raising that recognition has been an issue. We thought it might be good to push brand recognition within some context, with a theme that attracts great interest as a social issue and affects all of us. Teamwork problems are working lifestyle problems, and in Japan, working mothers are the most compelling issue. <Aim> ・To inform more people about Cybozu by raising questions about social issues. ・To portray settings where groupware can help by promoting values (i.e. not promoting features), since a pure and simple product promotion would not reach people with low interest in the product itself. <Means> The idea is to generate engagement through efforts we can extend continuously, rather than betting everything on one shot. We will also utilize means such as generating social media excitement by promoting the company's stance, which will be coordinated with routes like owned media, where our work has already produced results. <Execution> 2014/12/1・・・ 1st movie “Am I Okay?” was uploaded on YouTube and the campaign website was opened. (We put 3 articles about the campaign on the owned media by Cybozu.) 2014/1/5・・・2nd movie “What Only Dad Can Do” was uploaded on YouTube. <Ads> ・60 sec CM in 20 theaters (movies for children) for two weeks. ・60 sec TVCM four times. ・No web advertising.
Our campaign is centered on the campaign website (http://cybozu.co.jp/company/workstyle/mama/) and we put some articles on the owned media by Cybozu. Then, many media treated our campaign as news. Ex: Soon after the release of the movie, The Huffington Post covered it in an article. (The article got 34,000 "likes," was shared 2,953 times and tweeted 426 times.) TV, magazines and newspapers also gave it plenty of coverage. MXTV "Morning Cross," 10-minute feature story TBS "Ippuku," 14-minute feature story Fuji TV "Non-stop!," 13-minute feature story Special feature by the editor-in-chief of magazine "Aera" Article in business newspaper Nihon Keizai Shimbun etc…
With no announcements or ads after the release, the “Am I Okay?" video got 500,000 views in 2 weeks. Since announcements, the number of views has risen more and more. • 1,110,901 (total for 2 movies) views. • 37,000 Facebook "likes". • 28,000 tweets. People treated the campaign like a news story. Ex: • The Huffington Post covered the campaign in an article. • TV, magazines and newspapers also gave it plenty of coverage. The movies were spread to a Taiwanese video-sharing site, where it became popular. • 1,912,000 (total for 2 movies) views. • 24,900 Facebook "likes".
1. To push brand recognition within some context, with a theme “work style” that attracts great interest as a social issue and that the competition does not promote, we made a movie portraying settings where groupware can help by promoting values (i.e. not promoting features). 2. To induce empathy and get people talking about the movie, rather than showing solution, we focused on only inducing empathy and described a possible story of working mothers, which people have not looked so far although it is their ordinary days. Then, we raised questions about the social issues. 3. The movie was not steering by ads such as“Trueview”by google ads. The movie was widely shared by news and word of mouse in social media. 4. To generate engagement continuously, we utilized an owned media by Cybozu, where promotion of the company's stance has already succeeded, with social media excitement.