THE VIRAL HANDKERCHIEF

TitleTHE VIRAL HANDKERCHIEF
BrandNETFLIX JAPAN
Product / ServiceHIBANA
CategoryB02. Promotional Item Design
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media DENTSU INC. Tokyo, JAPAN
Production J.C. SPARK Tokyo, JAPAN

Credits

Name Company Position
Yoji Sakamoto Dentsu Inc. Creative Director
Masataka Umeda Dentsu Inc. Account Exective
Keita Enomoto Dentsu Inc. Account Manager
Keita Enomoto Dentsu Inc. Account Manager
Takeshi Kuroiwa Dentsu Inc. Art Director
Hirofumi Hayashi Dentsu Inc. Copywriter
Rie Kadowaki J.C.Spark Creative Producer
Hiroaki Endo J.C.SPARK Designer
Yasutaka Seto Dentsu Inc. Planner
Ryo Warashina Dentsu Inc. Planner
Mariko Goda Dentsu Inc. Media Planner

The Campaign

Instead of putting ads on a smartphone, we decided to utilize “another tool” in everyone’s pocket - a handkerchief. Based on the fact that 82% of Japanese use a handkerchief on a daily basis, we’ve developed and distributed 10 kinds of handkerchief, which were inspired and designed from Hibana’s 10 episodes.

Creative Execution

For a week, about 2,000 handkerchieves were distributed at Shibuya station, one of the biggest train stations in the world.

Indication of how successful the outcome was in the market

Nearly 200,000 tweets and posts were reached on the social media. Instead of making ads for a smartphone, we successfully spread the topic of “Hibana”, by making special handkerchieves. these handkerchieves also wiped out many tears of Hibana viewers.

Our targets were intellectual male & female who were living in the urban area and aggressively using social media to express themselves. So, we decided to distribute our handkerchieves at the area where these targets are walking across almost endlessly, because we wanted to let them share this news towards the whole nation through their social accounts.