Title | AU UNLIMITED FUTURE LABORATORY |
Brand | KDDI CORPORATION |
Product / Service | WEB COMMUNICATION |
Category | I01. Integrated Multi-Platform Campaign |
Entrant | HAKUHODO Tokyo, JAPAN |
Entrant Company | HAKUHODO Tokyo, JAPAN |
Advertising Agency | HAKUHODO Tokyo, JAPAN |
Production Company | TYO Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Genya Sunouchi | Hakuhodo DY Media Partners | Creative Director |
Takeshi Fukui | HAKUHODO Inc. | Planner |
Kentaro Harano | HAKUHODO Inc. | Art Director |
Hirotaka Tanabe | HAKUHODOInc. | Account Executive |
Kenji Takeda | TYO Inc. | Producer |
Jun Mitomo | TYO Inc. | Planner |
Naoyuki Araki | TYO Inc. | Planner |
Yuta Tsukada | TYO Inc. | Production Manager |
Tatsuto Nakamura | TYO Inc. | Web Engineer |
Nobuaki Arikata | kirifuda Inc. | Web Engineer |
ITO SOUKEN Office | Editor | |
FUMM Hackathon Team | Planning | |
Shunsuke Aoki | YUKAI Engineering Inc. | Hardware Engineer |
Nobuaki Ito | YUKAI Engineering Inc. | Hardware Engineer |
Takayuki Fukatsu | THE GUILD | Application Engineer |
Hiroki Kokubun | THE GUILD | Application Engineer |
Yuta Uchiyama | THE GUILD | Application Engineer |
Tetsuya Matsuda | freelance | Shoes Craft |
Hidenobu Tanabe | freelance | Director |
Masahiko Atsumi | TOW Inc. | Producer |
au Unlimited Future Laboratory created actual items in a hackathon upon discussing futuristic products online with consumers. Through such activity, a concept model, known as futuristic pair of kids’ shoes “FUMM”, was developed with support from external partner “NewBalance”. Sensors built into the shoes detect the color of the ground and the movement of children such as walking, jumping and climbing. Responding to their movements fun sounds such as locomotive and piano are played from the parent’s smartphone connected with Bluetooth. It is a product that turns an everyday walk for a child into a small adventure.
The developed FUMM was announced as a concept model. “FUMM KIDS PARK” where people can actually wear FUMM and play was opened. It acquired media exposure including seven TV programs, indicating successful media coverage comparable to that of a rollout of new smartphones. The survey result showed that brand preference toward au by those who are aware of FUMM increased by 25 points compared to those who are not aware of FUMM. It was proved that development of futuristic IOT products by consumers and external partners contributes to branding. It is currently being examined to make FUMM into a product.
Due to the similarity of smartphones sold and price system provided, communication carriers have difficulty differentiating itself from other companies. KDDI, which is the No.2 communication carrier in Japan, was looking for activities that increase preference toward its au brand. In such a situation, an activity to develop futuristic products that consumers desire was carried out together with consumers who feel that “communication carriers are all the same”. Following the trend of the society of democratization of manufacturing due to 3D printers, and future-oriented minds represented by the Tokyo Olympic, open innovation platform “au Unlimited Future Laboratory” was opened to develop futuristic IOT products.