TOILET PAPER FOR SMARTPHONES

Short List
TitleTOILET PAPER FOR SMARTPHONES
ClientNTTDOCOMO
Product / ServiceMOBILE NETWORK CARRIER
CategoryB05. Use of Ambient Media: Small Scale
EntrantTOKYU AGENCY Tokyo, JAPAN
Idea Creation TOKYU AGENCY Tokyo, JAPAN
Media Placement GREENPORT AGENCY CO., LTD. Narita, JAPAN
PR TOKYU AGENCY Tokyo, JAPAN
Production AOI PRO. INC. Osaki, Tokyo, JAPAN
Production 2 AMANA Tokyo, JAPAN
Production 3 MAC SP INC. NAGOYA, JAPAN

The Campaign

-The smartphone, your best travel buddy, could potentially ruin your trip. This is because there are 5 times the germs on screen than there is on a toilet seat. Imagine, having those germs somehow enter your body during a travel... We all want to avoid being sick while travelling. -In response to this, docomo has developed the world's first "toilet paper for smartphones" in Narita international airport.

Creative Execution

-“Toilet paper for smartphones" was placed in 86 restrooms in Narita international airport arrival terminals. This special paper absorbs sebum on smartphone screen and can be flushed down the toilet. -Moreover, it is printed with text introducing of docomo's wi-fi and translation app service, thus making it a helpful guide while in japan. -In true Japanese fashion, a quirky two-minute instructional video demonstrated how to correctly use the sheets, and also the "shower" or bidet function found in most public toilets in Japan.

-This campaign proved that docomo have an unique japanese spirit of hospitality?omotenashi spirit? for foreign travelers. BBC, CNN, Guardian, The times, and other well-known media around the world immediately picked up the story(total 543media around 53countries). -And pictures of it in action along with expressions of amazement showed up on sns. Wi-fi access was 120% compared to the previous month, while translation app downloads were 130% compared to the previous month. -Moreover this campaign raised docomo’s name recognition significantly out side of Japan where docomo aims expand its market for time of Tokyo Olympics 2020.

-Docomo has developed the world's first "toilet paper for smartphones" in Narita international airport, the visitor’s first contact point of japan. -“Toilet paper for smartphones" was placed in restrooms in Narita international airport arrival terminals. -This special paper absorbs sebum on smartphone screen and can be flushed down the toilet. -Moreover, it is printed with text introducing of docomo's wi-fi and translation app service, thus making it a helpful guide while in japan.

Insights, Strategy and the Idea

-It was necessary to win the first impressive contact in Japan before any other competitors. -“Toilet paper for smartphones" was placed in 86 restrooms in Narita international airport arrival terminals. So we have created opportunities for personal contact with foreigners.

Credits

Name Company Position
Hideaki Morohashi Tokyu Agency Inc. Creative Director
Yoko Osoegawa Tokyu Agency Inc. Planner
Toshimi Hayashi Tokyu Agency Inc. Art Director
Shota Aiga Tokyu Agency Inc. Designer
Shinichi Kumazawa Tokyu Agency Inc. Account Planner
Tatsuya Yoshio Tokyu Agency Inc. Pr Planner
Iso Takuma AOI Pro. Producer
Ueda Saaya AOI Pro. Production Manager
Kofune Seiji Freelance Director
Murakami Akihiro Freelance Camera
Oote Yasuhiro lightup Lighting
Takao Nagase an inc. Photographer
Kenji Hashimoto amana inc. Visual Producer
Misa Murayasu amana inc. Production Manager
Yuki Hamajima amana inc. Production Manager
Munenori Maeda MAC SP Inc. Producer
Maki Hattori AUOSBRAND Company Craft Artist
Daisuke Yanano Daitoukouken Company Industrial Craft
Takeshi Takahashi Greenport Agency Co., Ltd. Media Producer
Links
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