The Campaign

On December 25, without any warning, photos of their kids popped up in place of ad banners on the work computers of many dads. The banners were delivered only to the specific dad’s computer. Their kids’ photos occupied all the banner areas on the screen. Clicking a banner opened messages from their wife and the kids. The more workaholic the dads, who saw the banners, were, the more they were reminded of their family, fueling their desire to go home. Without the dads’ knowledge, the screens were shared with their work colleagues, who also urged the dads to go home.

Creative Execution

Together with Google, we devised a totally private delivery system with a unique approach. We recruited mums at the beginning of December. With participants from across Japan, we started delivering banners to dads en masse on December 25.

As for normal banner, the click rate is almost 2%.On the other hand, over 80% of the people who see this campaign banner click it. In Japan, even on Christmas day, it is normal for Japanese people to work hard until late night.However, 72% of the people who see this campaign banner got back home earlier than usual based on research consequence. The purchase volume of confectionery category was occupied by kids, and female, who are usually main purchasers. This time, we shifted the communication target to male.

Together with Google, we supplied a totally private delivery system that reaches Japan’s workaholic dads over ad networks in order to urge them to come home early. We established a sophisticated targeting platform, in which mums sent photos to dads’ work computers using C2C communications. Eighty percent of dads who saw the banners clicked on a banner, and 72 percent of these dads actually went home earlier than usual. Therefore, the work is relevant because it fostered a behavioral change and opened up new media possibilities.

Insights, Strategy and the Idea

The target audience was workaholic dads. They being normally difficult to approach, we reached them directly through their work computers. Together with Google, we supplied a totally private delivery system to get through to dads over ad networks. We also established a targeting platform, in which mums sent photos to dads’ work computers using C2C communications. Our approach took advantage of the dads’ workaholic tendencies: the more they worked, the more photos of their kids uploaded by their mums flooded their computer screen.