MACH JOBS

TitleMACH JOBS
ClientLIVESENSE
Product / ServiceCORPORATE ADVERTISING
CategoryB10. Use of Social Platforms
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production PARTY Tokyo, JAPAN
Production 2 T&E Tokyo, JAPAN

The Campaign

Our idea for this YouTube Bumper ad series was to experiment with condensing popular part-time jobs as well as weird part-time jobs into 6-second content. Non-skippable YouTube Bumper ads can be seen as unwanted interruptions to the viewing experience. However, we transformed the shortest form of the non-skippable Bumper ads into entertainment, and changed people's usually negative perception of these ads into a positive one.

Creative Execution

We took advantage of the YouTube Bumper ads that are only 6 seconds long. The brevity of Bumper ads makes them the most effective media for effectively communicating the speedy characteristic of Mach Jobs. We condensed each of the 17 typical Japanese part-time jobs into a 6-second video to illustrate the brand message. Timeline: June 2017 - Ideation and determining creative direction From July to August 2017 - Confirming details of the plan September 2017 - Filming and editing October 2017 - Launch

The videos garnered over 1,600,000 views, and were spread across social media, especially on Twitter and Facebook. They also inspired numerous fan-made videos of 6-second part-time jobs. During the campaign period, accesses to the Machbaito recruiting site increased by 3 times, and led to the service provider's highest sales ever.

Mach Jobs videos demonstrate the creative use of shortness of Youtube Bumper ads.?

Insights, Strategy and the Idea

The target audience was young part-time job seekers. As the best media to express the speediness of Mach Jobs, we made the most of the non-skippable 6-second YouTube Bumper ads.

Credits

Name Company Position
Hiroki Nakamura PARTY Executive Creative Director
Shumpei Murata DENTSU INC. Creative Director
Shumpei Murata DENTSU INC. Copywriter
Kazunori Kawagoshi DENTSU INC. Art Director
Mio Ueda DENTSU INC. Art Director
Yuki Ohtsu PARTY Copywriter
Kimio Takano PARTY Agency Producer
Hiroyuki Nakayama PARTY Agency Producer
Takaaki Sasaki T&E Producer
Junki Tachibana T&E Product Manager
Kazuya Wada freelance Product Manager
Hiroki Odagiri T&E Product Manager
Keisuke Kuroyanagi freelance Director
Takashi Sakurai Pict Photographer
Jun Terui Pict Lighting Design
Naotaka Tomoda Pict Lighting Design
Takayuki Inoue freelance Creative Team
Tomokazu Yamauchi kosei/Information Media Design INC. Creative Team
Yusuke Yamamura T&E Creative Team
Tetsuhiro Morinaga T&E Creative Team
Tomohisa Matsumoto T&E Creative Team
Links
Video URL