|Title||WALL FOR ONE|
|Product / Service||SAVE PET PROJECT|
|Category||A08. Corporate Social Responsibility|
|Entrant||BEACON/LEO BURNETT Tokyo, JAPAN|
|Idea Creation||BEACON/LEO BURNETT Tokyo, JAPAN|
|PR||MSLGROUP Tokyo, JAPAN|
|Production||AQUA Tokyo, JAPAN|
|Jon King||japan||Executive Creative Director|
|Shinsuke Sawasaki||Beacon/Leo Burnett Tokyo||Creative Director|
|Uno Kunimoto||Beacon/Leo Burnett Tokyo||Art Director|
|Seiya Matsumoto||Beacon/Leo Burnett Tokyo||Copywriter|
|Akifumi Uzawa||Beacon/Leo Burnett Tokyo||Digital Production Director|
|Toshiji Kimura||Beacon/Leo Burnett Tokyo||Chief Film Producer|
|Takashi Futami||AQUA||Digital Producer|
|Mayuko Kondo||Beacon/Leo Burnett Tokyo||Interactive Designer|
|Yukiko Komori||Beacon/Leo Burnett Tokyo||Digital Studio Designer|
|Ken Matsuhara||Matsuhara Project||Casting Director|
|Kazuhiko Hotta||AQUA||Digital Project Manager|
|Hitomi Baba||Beacon/Leo Burnett Tokyo||Planning Director|
|Azusa Hatanaka||Beacon/Leo Burnett Tokyo||Strategist|
|Dan Ikegami||Beacon/Leo Burnett Tokyo||Media Executive|
|Mikiko Tamura||Beacon/Leo Burnett Tokyo||Account Director|
|Hideyuki Soraoka||Beacon/Leo Burnett Tokyo||Account Supervisor|
|Takayuki Aoki||Beacon/Leo Burnett Tokyo||Account Executive|
|Mika Archer||MSL Japan||Account Director|
|Chisato Okada||MSL Japan||Account Executive|
|Ikuko Ozaki||MSL Japan||Account Executive|
|Yasuyuki Yanagihara||Ancle||Art Director|
We developed the idea “Wall for One” where people can volunteer their Facebook wall to help shelter dogs and cats. The campaign simply asks people to choose a dog or cat they like and then allow for posts to their timeline.That’s it. Each animal updates status many times a week using all the allowable timelines to promote their charms.
An algorithm was developed where once the participant selects the shelter dogs and cats of their choice via the campaign page, their Facebook wall can then be lent to them (the animal) for one week. Without the participant having to do anything, photos and posts appealing the animals’ attractive points are automatically posted, and shown on the News Feed of those connected to the participant. As those who saw the posts also participated in the campaign and the process repeated itself, more and more posts conveying the charm of these shelter dogs and cats spread throughout Facebook in Japan.
136,510 posts conveying the charm of these shelter dogs and cats spread across the Facebook network. 203,395 people visited our campaign page. Generated over 3 million social impressions. Inquiries to animal shelters increased dramatically. In just one week, half of the shelter dogs/cats that participated in the campaign were adopted.
Our aim is to convey that shelter animals are just as attractive and talented as those sold in stores. We focused on the people who are looking for an opportunity to connect with society via Facebook. In order to heighten their motivation for participation, we proposed an easy yet novel method for social contribution where they can participate by simply volunteering their own Facebook walls (timelines). We were able to utilize this highly credible network of human connections to strongly convey to more people the benefits of adopting shelter dogs and cats.