Product / ServiceAU MOBILE
CategoryA11. Consumer Services
EntrantI&S BBDO Tokyo, JAPAN
Idea Creation I&S BBDO Tokyo, JAPAN
Production J2COMPLEX Tokyo, JAPAN
Additional Company STATUS.CO,LTD Tokyo, JAPAN


Name Company Position
Tatsuo Ueno I&S BBDO INC. Executive Creative Director
Shinichi Ikeda I&S BBDO INC. Senior Creative Director
Kenta Takagi I&S BBDO INC. Planner
Takeru Nagasaki I&S BBDO INC. Planner
Susumu Yamamoto I&S BBDO INC. Planner
Hironori Ogata I&S BBDO INC. Digital Planner
Koji Yamamoto I&S BBDO INC. Digital Planner
Shun Ajiki I&S BBDO INC. Producer
Takashi Shibasaki I&S BBDO INC. Account Executive
Hisao Sugiyama J2 COMPLEX INC. Producer
Yasuyo Matsuoka J2 COMPLEX INC. Art Director

The Campaign

Among young people, 80.3% responded that “I use my mobile phone instead of an alarm clock to wake up.” For “The person who best knows how to wake me up,” the most common response was their mother at 77.8%. Likewise, for “The person I can count on most when I can’t afford to oversleep the next day,” the most common response was their mother at 73.3%. It was based on this data (survey by au) that au mobile opened a call center of mothers and started providing a wake-up call service for young people.

The Brief

Total budget: 85700USD

Creative Execution

The young users can choose the mother to wake them up from a roster of idiosyncratic mothers. They can be chosen based on their birthplace and dialect, and come with a snooze function to make sure the wake up is successful. The service has been reported in newspapers, on TV, on the radio, and numerous other media outlets as well as was shared on social media. Typically, no more than 3% of the comments were negative (survey by au).

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

Most meaningful for au as a mobile phone company was that people could rediscover the kindness of a person waking up someone else, the warmth of a person waking up to someone else’s voice, and the value of real communication. Among the young people, there were those who rediscovered the power of communication, for example by renewing their gratitude toward others or calling their real mothers for the first time in a while. Many of the mothers also came to empathize with their “sons and daughters.”

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

Returning to the human essence of the hyper-evolved medium that is smartphones, we successfully conveyed our original value as a mobile phone company that facilitates communication between people. We had people once again experience the kindness and warmth of communication by human voice, and helped them rediscover the power of such communication.

The mothers were chosen from ordinary women with actual parenting experience. As professionals in waking up their sons and daughters, they had sophisticated communication skills that apply to all wake-up styles as well as a caring heart and a sense of humor. To make mobile phone calls a service in themselves and through that improve our brand image is also the aspiration of au as a mobile phone company.

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