Background

The brief was to create a content to solve problems young people are facing when studying, as a nutritional energy bar brand, Caloriemate, who support young people studying hard. We aimed to not only communicate the brand message through expression but to make a fact that Caloriemate as a brand is supporting young people studying.

Describe the creative idea

Creating a service to share the time you stay focused on studying with smartphone turned face down.

Describe the strategy

We decided to focus on the problem of modern era, where young people are unable to concentrate on studying, as they get distracted by their smartphones to share and to see what is shared on social media. We focused on a Japanese trend called "benkyo-aka" where users share their pictures of studying on social networks. As a result, the users naturally shared the time they stayed focused on studying with smartphone turned face down and created a spread on social networks. With almost no budget on paid media, we succeeded to spread and acknowledge the service to our targets, creating brand experience for them.

Describe the execution

The amount of time a smartphone is turned face down is recorded by internal sensors. Users access the website and turn their phones over to start the timer. The timer stops when the phone is turned face upwards again. The website produces an image with illustrations that reflect length of study and time of day, which can be shared on social networks. There are 24 different illustrations available. The service fulfills young people’s desires to study and to share their lives with their friends at once, transforming smartphones, which normally get in the way of people’s study plans, into a beneficial tool to use when studying.

List the results

The illustrated records have received more than 3.5 million impressions on social networks, and users have recorded more than 120,000 hours studying. Users commented on the service positively, such as "It’s been a long time since I’ve been able to concentrate like this.", "I like seeing what illustrations I’ll get each time.", and "Every time I reach for my phone I remember it’s recording, and that really helps me concentrate. ".Some users compete to see who can study longer, and others use the service repeatedly to see all the illustrations available. The service has successfully helped young people concentrate on their studying.