3D SELFIE PROJECT

Title3D SELFIE PROJECT
BrandNTT DOCOMO, INC.
Product / Service3D SELFIE PROJECT
CategoryA11. Consumer Services
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production 21INCORPORATION Tokyo, JAPAN

Credits

Name Company Position
Michihito Sato DENTSU INC. Copywriter
Arata Honda DENTSU INC. Art Director
Takashi Suzuki DENTSU CREATIVE FORCE INC. Producer
Tetsuya Takano 21 INCORPORATION Producer
Erika Nakada 21 INCORPORATION Production Manager
Yoshinori Sugai 21 INCORPORATION Director
Daisuke Ozaki Freelance Photographer
Kentaro Ikezawa Yokohama Super Factory Photographer

The Campaign

By making use of the selfie culture unique to smartphones, visually impaired people can now naturally come to know their own face and the faces of family members through photographs. We have succeeded in extending the joy of taking selfies with family members and other familiar people to visually impaired people. In addition, visually impaired people that had thus far been excluded from the selfie culture could now participate in this global phenomenon. As a result, the use of smartphones has been expanded to people with visual impairment and new value for smartphones was created.

The Brief

91,700US$

Creative Execution

Workshop: January 14 and 20, 2018 We publicly recruited 19 pairs of visually impaired people and their families and carried out a selfie workshop. We used 3D print outs of photos that participants took of themselves so they could “feel” their selfies. Advance Notice PR Movie: February 14, 2018 ~ We planned an exhibition of selfies taken by visually impaired people. We summarized the workshop in an advance notice movie, “# I Tried Taking 3D Self-portraits Even Though I Could Not See Exhibition,” published on the web. Exhibition: March 3 - 4, 2018 We developed selfies taken by visually impaired people in a special 3D format that they could enjoy touching with sighted people at our “#Taking 3D selfies without seeing” exhibition. Not only the visually impaired, but also many sighted people visited. Project Movie: March 29, 2018 ~ Published a project-culminating movie on the web.

Describe the success of the promotion with both client and consumer including some quantifiable results

The advance notice PR movie exceeded 770,000 PV in 2 weeks of public release, and the exhibition was a great success. TV and newspaper coverage also contributed to branding. Furthermore, in April 2018, a 3D paper output experience service for visually impaired people started. Through the exhibition, we discovered the possibilities for business that serves visually impaired people and succeeded in connecting this to actual service development.

Explain why the method of promotion was most relevant to the product or service

We discovered a new desire of visually impaired people to recognize their own appearance and that of family members by taking selfies with smartphones. By developing this as an ongoing business, we enhanced trust and affection for our company, and also demonstrated our significance as the representative mobile phone company in Japan. As a result, we consolidated our recognition as a company indispensable to all consumers, contributing to the improvement of brand value.

The world’s understanding of the plight of visually impaired people who cannot recognize their own face and that of their family members remains low. By disseminating selfies taken by visually impaired people and presenting new possibilities for smartphones, we wanted not only to enhance trust in and favor for our brand, but also to further strengthen the significance of our status as the representative mobile phone company in Japan.

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