Why is this work relevant for Direct?

Experienced web content that enhances smartphone knowledge, changed parent and child awareness of smartphones and led them to the store, leading to user acquisition.

Background

Smartphones are everywhere. People are using them at an age younger than ever before. Crimes and social problems involving children using smartphones are rising. Even though children want a smartphone, decision making parents are unsure, and opportunities are lost.

Describe the creative idea (30% of vote)

We have developed a test to instill the right values about smartphones in parent and child. This test was jointly developed with educational institutions and experts to give anxious parents peace of mind.

Describe the strategy (20% of vote)

The test allows parent and child to discuss and set smartphone rules together will be provided to those who pass the test. This encourages parent and child to come to a consensus, allowing them to visit us to make a purchase.

Describe the execution (20% of vote)

Developed an open web content (certification) with the knowledge of smartphones called “Smartphone debut”. Many parents and children interested in smartphones used it.

List the results (30% of vote)

Over 200,000 people have taken the test, exceeding our target by 475%. Over 19,000 of parent and child have visited us and signed a new contract. Our test has even received the recommendation of the Tokyo Metropolitan Government. As the test becomes more widely known. The number of people taking the test continues to rise.