| Title | INTERVIEW WITH DEVELOPER OF NOSE & EAR HAIR TRIMMER WEBSITE |
| Brand | PANASONIC CORPORATION |
| Product / Service | ETIQUETTE CUTTER |
| Category | C02. Use of Mobile |
| Entrant | DENTSU INC. KANSAI Osaka, JAPAN |
| Idea Creation | DENTSU INC. KANSAI Osaka, JAPAN |
| Name | Company | Position |
|---|---|---|
| Tomoki Kobori | DENTSU INC. | Planner/Copywriter |
| Kazuhiro Morisugi | Panasonic Corporation | Chief Technician of Panasonic Technical Development Team |
| Rui Kishimoto | Panasonic Corporation | Planner/Writer |
| Hidenori Tashima | Panasonic Corporation | Planner/Writer |
| Miwako Saito | Panasonic Corporation | Planner |
| Manami Oikawa | Panasonic Corporation | Planner |
| Airi Minobe | Panasonic Corporation | Planner |
| Yukimi Takemoto | Panasonic Corporation | Planner |
| Yoshiaki Kondo | Panasonic Corporation | Planner |
| Ryo Makishima | DENTSU INC. | Planner/Writer |
| Mari Takata | DENTSU INC. | Strategic Planner |
| Yasuaki Minato | DENTSU INC. | Media Planner |
| Mai Kawabata | DENTSU INC. | Media Planner |
| Tsutomu Osumi | DENTSU INC. | Media Planner |
| Yu Kurahachi | DENTSU INC. | Account Manager |
| Nawoko Yokoyama | DENTSU INC. | Chief Account Executive |
| Takuya Tsugimatsu | DENTSU INC. | Chief Account Executive |
| Atsushi Koike | DENTSU INC. | Chief Account Executive |
| Shigeaki Kobayashi | Dentsu Creative X Inc. | Producer |
| Hidefumi Yoneda | Dentsu Creative X Inc. | Technical Director |
| Masanori Aota | sonicjam Inc. | Web Director |
| Fumio Nakayama | sonicjam Inc. | Art Director |
| Akihiro Morita | sonicjam Inc. | Designer |
| Yuichiroh Arai | homunculus Inc. | Programmer |
| Kunihiro Abe | TRIBUS Inc. | Cameraman |
We uploaded to a web site an interview of the technician who actually developed our product earnestly describing the product’s features. However, while doing this, a huge amount of hair grows from his nose…Scrolling through the site, his nasal hairs get longer and longer.
The campaign on the Panasonic website took place between March 1 – 31, 2016.
In only one week, site access reached approx. 290,000 One in five persons bought a trimmer. 42% checked out the product on the web. 35% talked about it with someone else. 28% saw the product in a store.
Scrolling or swiping the touch screen, which is a great feature of smartphones. We presented the attractiveness of the etiquette cutter in a creative and unique way. The sales of the product increased, as one in five people who accessed the website purchased the product.
The campaign was targeted at young working people. We utilized the web because the target is very familiar with it. We hoped that through varied interactive staging using nasal hair as a theme during an interview, which normally has little movement, we could create a topic of conversation.