Title | TOILET PAPER FOR SMARTPHONES |
Brand | NTTDOCOMO |
Product / Service | MOBILE NETWORK CARRIER |
Category | B05. Use of Ambient Media: Small Scale |
Entrant | TOKYU 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 |
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 |
-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.
-“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.
-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.