|Title||TOILET PAPER FOR SMARTPHONES|
|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|
|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|
|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.