Title | WALL FOR ONE |
Brand | BOEHRINGER INGELHEIM JAPAN, INC |
Product / Service | CSR |
Category | D01. Animal Health |
Entrant | BEACON/LEO BURNETT Tokyo, JAPAN |
Idea Creation | BEACON/LEO BURNETT Tokyo, JAPAN |
PR | MSL Tokyo, JAPAN |
Production | AQUA Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Shinsuke Sawasaki | Beacon/Leo Burnett Tokyo | Creative Director |
Erick Rosa | Beacon/Leo Burnett Tokyo | Chief Creative Officer |
Jon King | Beacon/Leo Burnett Tokyo | Executive Creative Director |
Uno Kunimoto | Beacon/Leo Burnett Tokyo | Art Director |
Seiya Matsumoto | Beacon/Leo Burnett Tokyo | Senior Copywriter |
Akifumi Uzawa | Beacon/Leo Burnett Tokyo | Digital Production Director |
Toshiji Kimura | Beacon/Leo Burnett Tokyo | Chief Film Producer |
Takashi Futami | AQUA | Producer |
Mayuko Kondo | Beacon/Leo Burnett Tokyo | Senior Interactive Director |
Yukiko Komori | Beacon/Leo Burnett Tokyo | Digital Studio Desinger |
Ken Matsuhara | Matsuhara Project | Casting |
Kazuhiko Hotta | AQUA | Project Manager |
Hitomi Baba | Beacon/Leo Burnett Tokyo | Planning Director |
Mikiko Tamura | Beacon/Leo Burnett Tokyo | Account Director |
Hideyuki Soraoka | Beacon/Leo Burnett Tokyo | Account Supervisor |
Takayuki Aoki | Beacon/Leo Burnett Tokyo | Account Executive |
Azusa Hatanaka | Beacon/Leo Burnett Tokyo | Strategist |
Dan Ikegami | Beacon/Leo Burnett Tokyo | Senior Media Executive |
Mika Archer | MSL Japan | PR Director |
Chisato Okada | MSL Japan | Account Executive |
Ikuko Ozaki | MSL Japan | Account Executive |
tsukao | Secession | Cameraman |
Yasuyuki Yanagihara | Ancle | Art Director |
Kota Tamura | Ancle | Designer |
Katsuaki Shoji | Ancle | Designer |
Kanako Kaeriyama | Ancle | Producer |
Kaori Ujihashi | Ancle | Producer |
Wall for One: where you can lend your Facebook wall to help shelter animals. We developed a very simple way for people to volunteer and help animals. The campaign simply asks people to choose a dog or cat they like and then allow for posts to their timeline. That’s it. Each animal updates status many times a week using all the allowable timelines to promote their charms.
An algorithm was developed where once the participant selects the shelter dogs and cats of their choice via the campaign page, their Facebook wall can then be lent to them (the animal) for one week. Without the participant having to do anything, photos and posts appealing the animals’ attractive points are automatically posted, and shown on the News Feed of those connected to the participant. As those who saw the posts also participated in the campaign and the process repeated itself, more and more posts conveying the charm of these shelter dogs and cats spread throughout Facebook in Japan.
In the first week alone, over half of the dogs and cats displayed in this campaign found a new family. 136,510 posts of shelter dogs and cats. 203,395 people visited our campaign page. +3,000,000 social impressions were generated. Inquiries to animal shelters increased 10 times than ever recorded.
Our aim is to convey that shelter animals are just as attractive and talented as those sold in stores. We focused on the people who are looking for an opportunity to connect with society via Facebook. In order to heighten their motivation for participation, we proposed an easy yet novel method for social contribution where they can participate by simply volunteering their own Facebook walls (timelines). We were able to utilize this highly credible network of human connections to strongly convey to more people the benefits of adopting shelter dogs and cats.