RESTARTING A MEMORABLE MOBILE PHONE

TitleRESTARTING A MEMORABLE MOBILE PHONE
BrandKDDI
Product / ServiceAU
CategoryF02. Low Budget / High Impact Campaign
EntrantKDDI CORPORATION Tokyo, JAPAN
Idea Creation KDDI CORPORATION Tokyo, JAPAN
Idea Creation 2 CREATOR BOX INC. Tokyo, JAPAN
Media Placement KDDI CORPORATION Tokyo, JAPAN
PR KDDI CORPORATION Tokyo, JAPAN
PR 2 CREATOR BOX INC. Tokyo, JAPAN
Production CREATOR BOX INC. Tokyo, JAPAN

Credits

Name Company Position
Yoshinori Nishihara KDDI CORPORATION Advertising department, Project leader “Restarting a memorable mobile phone”
Tomonori Shinozaki CREATOR BOX Inc. CEO
Minoru Nomura Freelance Director

The Campaign

At first, we almost gave up the project since there was no way to revive unusable batteries of mobile phones. After a lot of research inside the company, we found out special equipment “tester” to revive them. We place equipment at au shops and refresh precious memories of each customer such as old pictures or videos of loved ones. We printed out pictures and transferred data to current smart phones.

The Brief

Since the whole process of campaign (from designing to operation) had gone through au, it was only a staff cost of own employees(their salaries).

Creative Execution

When treasured memories were refreshed, the moment was like opening a time capsule. Refreshed data included voice mails or pictures of deceased family members and pet animals, videos of their children when they were little and some embarrassing texts before the wedding day. The campaign was filled with smiles and happy tears. The campaign was designed inside KDDI in 2016. It took 6 months to prepare equipment ”tester” to revive mobile phones. Later, au shops were informed that the in-store campaign would take place nationwide. It was launched from August 2017. Events were held in major cities: Nagoya, Sendai, and Fukuoka in Japan. In 2018, it will be held in Tokyo, Osaka, Hokkaido and Okinawa. The number of participants of each venue was about 200.

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

Feature phones had become commodities. But, the campaign reminded people that a feature phone was a lifelong partner of each user. Also, it created a new business opportunity. Moreover, this campaign changed the user’s mind. They got in touch with old friends for the first time in years. As of today, at 3 locations, over 650 people refreshed their memories. It will continue throughout Japan.

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

Something everybody gave up on was realized through the campaign. The news brought out emotions of many users. Feature phones had become commodities. But, the campaign reminded people that a feature phone was a lifelong partner of each user. Also, it invited all other smart phone users to au shops. Moreover, this campaign changed the user’s mind. They got in touch with old friends for the first time in years.

This project was targeted at not only au users but also every customer. We believe that every mobile phone user wishes to see their fond memories saved in their feature phones. As a result, it was unconventional that we invited all other smart phone users.

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