|Title||TOILET PAPER FOR SMARTPHONES|
|Product / Service||MOBILE NETWORK CARRIER|
|Category||A06. Financial Products & Services, Commercial Public Services, B2B Products & Services|
|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.
Normally, articles of companies that have deployed only domestic services are rarely taken up outside of Japan. -This campaign was spreaded through overseas by an enormous number of media and WOMs. -Thus it made name recognition increase of the brand among the target, and also created an attitude change for the brand.
-It was necessary to win the first impressive contact in Japan before any other competitors. -“Toilet paper for smartphones" was placed in restrooms in Narita international airport arrival terminals. So we have created opportunities for personal contact with foreigners.