The Campaign

Smartphone arrows embodies the pride of both Japanese technology and culture. That’s why our demonstration is performed by a white-coated researcher symbolizing the testing and research behind the product’s robustness and a sumo wrestler, the icon of Japanese power, as our research assistant. This idea puts a priority on the element of surprise that will make people say, “I have never seen a demonstration like that before!” The creative development aimed at not only ease of understanding, but also resulted in content that would be difficult to copycat (thereby pre-empting similar claims from the competitors in the future with a unique and impressive idea).

Creative Execution

A series of demonstration movies was produced, each basically shot as a “one cut” movie, and uploaded on Youtube. By creating a series of demonstration movies – each with the element of surprise or a twist, this execution was designed to encourage viewers of the first movie to continue watching the second and third movies.

• Cumulative series views: 1,000,000 • Customers who saw the movie and actually purchased arrows: 7.8%

Internet research revealed that in addition to mobile carrier shops and retailers, the primary information touch point for the target is the internet. Our target collects information from carrier, price comparison and manufacturer websites, then studies and compares product specifications to arrive at their purchase decision. By adopting the approach of a demonstration web movie with an element of surprise that once seen, would never be forgotten, this strategy powerfully stimulated interest in the product and led to purchasing.