|Title||THE MOST LOVING INSTRUCTION MANUAL|
|Product / Service||HAND IN HAND PROJECT|
|Category||A04. Online: Non-fiction|
|Entrant||DRILL Tokyo, JAPAN|
|Idea Creation||DRILL Tokyo, JAPAN|
|PR||DRILL Tokyo, JAPAN|
|Additional Company||TERA MOBILE TOKYO, JAPAN|
|YOHEI TAKEMURA||TERA MOBILE||Executive Creative Director|
|KAZUYA NAKAJIMA||DRILL||Creative Director|
|MICHIRU MURAKI||DRILL||PR Strategist|
|KAZUO CHIBA||TERA MOBILE||Account Superviser|
|ATSUSHI FUKUDA||DANCE NOT ACT||Executive Producer|
|YOICHI SANO||DANCE NOT ACT||Producer|
|FUMIKA YOSHIZAKI||DANCE NOT ACT||Producer|
|SHOTARO TSURUMARU||OTOCO||Music Producer|
|MIYAKO NANJO||DANCE NOT ACT||Production Manager|
|NTT MEDIA LAB||NTT MEDIA LAB||MA|
|Ren Takaya||AD&D||Art Director|
|Takashi Murakami||m2||Art Director|
We created a present for wives to give their husbands, named “The Most Loving Instruction Manual”, that is booklet in instruction manual form about women’s mechanism of heart and body different from men, their monthly rhythm, the knowledge necessary for pregnancy, for men to understand about fertility treatment. With the help of psychologists, specialists and women in the workforce, we express the things difficult for the woman to tell directly to the partner in everyday life with simple words and illustrations as easily as possible.
We delivered these kits to four real married couples who are working on fertility treatment, not actors, in Married Couple’s Day in Japan. We then shot a documentary style film with four women and their husbands. The film was created to be a tool that people could use to raise awareness. After all, it’s easier sharing a film than to start a debate on your own, especially with this taboo subject matter. We launched this movie on Youtube in International Mother’s Day. And supporting the launch was Japanese and international influencers who shared the film and helped spread the word on blogs, Twitter and Facebook.
The film was created to be a tool that people could use to raise awareness. After we released this movie, we received much response from home and abroad. A lot of voices were gathered from those who saw the movie, such as "I wanted to cherish the partner again," "I had spilled my eyes unintentionally." Also, many politicians and celebrities announced supportive comments for our project in SNS. So far, this project has been featured in everything from Japanese big TV channel to Ad Age, Coloribus, Ads of the World.
In this campaign the Entertainment strategy was truly integrated from the beginning. Utilizing our insights of how the Japan audience works we tailor-made a strategy that was designed to gain great traction on social media, both in Japan and other countries. The goal was to drive engagement and start a big debate. The fact that the film was shown about in over 50 countries and that especially a lot of medium in USA introduce this Japanese film, who didn’t know “Ninkatsu”, clearly show that we succeeded.
The strategy was formed together with the creative idea. Using our knowledge of the Japanese audience, we utilized influencers to spread our message. In Japan, many people don’t view branded content unless it comes from a trusted circle. To drive engagement and create momentum, we delivered these kits to some real married couples who are working on fertility treatment, not actors, in Married Couple’s Day in Japan.