The Campaign

Unfortunately, it is impossible for us to reduce our use of mobile devices even if it’s causing heath issue. But, what if we could transform our mobile into a neck stretching device? Yahoo! JAPAN presents, “Smart Stretch 360”. Smart stretch 360 is the world’s first 360 movie that introducing stretching exercise. Just by following the instructor in the 360 movie, stiff necks and shoulders are stretched. Till now, 360 movie were just for enjoying panoramic view, but with this new 360 movie, we open up a whole new world of utilizing 360 movie as a utility. Our message to the user is “Stretch smart, browse smart.” By combining the act of looking at smart phone and stretching, we wanted the user to enjoy mobile devices in a healthier way.

Creative Execution

Firstly, we launched this movie on a platform where you can watch 360, such as Youtube and Facebook. Then we promote through internet news site and TV station.

This movie was picked up by various media, such as TV and internet news, resulted in 1 million dollar worth of advertisement. The appearance of Yahoo on various health category media, gave out a message that they care about the user media life. The number of playing movie on both Youtube and Facebook add up to more than 750,000 times. The average viewing time of this 135 seconds movie was 90 seconds. So, some viewers did watch whole movie, but we hope many of 750,000 viewers actually did stretching.

People will not do stretch even if we tell them to. So, we developed a new way of stretching, which could be done just by watching 360 movie. We collaborated with JSA (Japanese Stretching Association) to get the most effective result with this Smart Stretch 360. The president of JSA said “We designed this stretching exercise in order to tense up muscles and then relax them. The repetition of these actions will relieve stiffness.” This new 360 movie were created through repetition of tests and edit to recreate the new stretching exercise.