The Campaign

Junior high school is now in session… on your smartphone! We’re broadcasting the classes of your dreams, the kind you’d never get in a normal school, as video content. These classes by 30 famous individuals include HR classes by ultra-famous comedians, Moral Education by idols, Social Studies by entrepreneurs, Sex Education by celebs, Industrial Arts by creators, and Video classes by super-influencers.

Creative Execution

We’ve created class videos with thirty stars and, by editing them optimally for YouTube, Twitter, and Facebook, created over 70 videos in total. Though we applied each platform’s advertising framework, the majority of users reached were done so through organic sharing. We continued to upload additional class videos for a period of one month.

·Total play count exceeded 100 million plays. ·Total shares exceeded 2.3 million. ·Without using mass media, 4 in 10 citizens were aware of the campaign. ·Set a record for recent top engagement rate for Twitter Ads. ·Despite video lengths averaging 10 minutes, achieved an amazing completed view rate of 50%. We have established a branding frame that will make great strides in favorability among young people and their parents.

This campaign represents the first time anyone in the world has conceived of the idea of a “junior high school” using the medium that young people have the greatest affinity with, the smartphone. By featuring ultra-famous personalities and cultural figures and by turning education into entertainment, we’ve delivered unprecedented free class content. We have created media that will forge firm bonds with young people.

Our main targets are junior high school students, who are nearing the important time when they will choose a smartphone of their own, and their parents. In the smartphone carrier industry, which has no points of differentiation, it is essential to take the top spot in brand favorability. Yet young people do not respond to the kind of one-way advertising used until now. Thus, we have created content that is specialized for smartphones that young people want to look at most.