Creative Execution

Junior high school is now in session… on your smartphone! We’ve created 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. By editing these videos optimally for YouTube, Twitter, and Facebook, we’ve broadcast a total of over 70 videos.

·Our overall play count across the entire campaign exceeded 100 million plays. ·Despite video lengths averaging 10 minutes, achieved an amazing completed view rate of 50%. ·Total engagement count exceeded 2.3 million ·Ads displayed on Twitter set a record for the highest level of engagement in Twitter history. (*Record from the past half-year.) ·The Twitter hashtag post campaign secured 1st place domestically as an organic trend and 4th place worldwide, exceeding an aggregate tweet count of 200,000. ·Set a record as the longest 1st place trending topic in Twitter history (*Record within the past 2 years measurable.) ·The Industrial Arts class set a record of 25 million plays in a 1 month period, securing 1st place for plays that month on Facebook. It became a major trend overseas and was featured by a variety of media outlets including TV and web news.

We wondered whether we couldn’t create a newer, more interesting form of study that made use of kids’ enthusiasm for smartphones—something that wasn’t just about being forced to sit at a desk as with compulsory schooling. This campaign, taken to restore SoftBank to number 1 in popularity among young people, has taken the smartphone that so many kids are wholly absorbed in and turned it into a school. Approaching junior high school students, who are at a time when they will purchase their first mobile phone, is extremely important, and we have developed a means of doing so not with a conventional mass-media approach but a form of communication that directly reaches digital natives.