Title | MORE THAN LIKES |
Brand | SOFTBANK CORP. |
Product / Service | Y!MOBILE |
Category | A09. Consumer Services / Business to Business |
Entrant | HAKUHODO KETTLE INC Tokyo, JAPAN |
Idea Creation | HAKUHODO KETTLE INC Tokyo, JAPAN |
Idea Creation 2 | HAKUHODO INC. Tokyo, JAPAN |
Media Placement | HAKUHODO INC. Tokyo, JAPAN |
PR | HAKUHODO KETTLE INC Tokyo, JAPAN |
Production | AOI PRO. INC. Tokyo, JAPAN |
Production 2 | BABEL LABEL Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Shota Hatanaka | Hakuhodo Kettle Inc. | Creative Director |
Katsuya Aonuma | Hakuhodo Inc. | Planner |
Kentaro Muraishi | Freelance | Planner |
Shinya Ota | Hakuhodo Kettle Inc. | Planner |
Yuichiro Oku | Hakuhodo Product’s Inc. | Planner |
Takashi Marukawa | HAKUHODO Kettle Inc. | Planner |
Taisei Fujimoto | HAKUHODO Inc. | Art Director |
Mana Hisamatsu | AOI Pro. | Producer |
Hisato Yamada | BABEL LABEL | Producer |
Takahide Suzuki | AOI Pro. | Producer |
Hiroto Hashimoto | AOI Inc. | Producer |
Erika Yoshida | Queen-B | Filmwriter |
Michihito Fujii | BABEL LABEL | Director |
Kento Yamaguchi | BABEL LABEL | Director |
Gen Osaka | Freelance | Director |
Minami Tamaki | BABEL LABEL | Production Manager |
Shun Ohori | BABEL LABEL | Production Manager |
Hitomi Maki | BABEL LABEL | Production Manager |
Kosuke Utatani | BABEL LABEL | Production Manager |
Chiang Yuhsuan | BABEL LABEL | Production Manager |
Hiroaki Maji | AOI Pro. | Production Manager |
Yuki Takura | AOI Pro. | Production Manager |
Rika Arima | AOI Pro. | Production Manager |
Gen Osaka | Freelance | Assistant Director |
Wataru Kubo | Freelance | Assistant Director |
Yudai Yamaguchi | BABEL LABEL | Assistant Director |
Masami Ishitsuka | Koike Management Office | Cinematographer |
Kiyoshi Takahashi | Freelance | Cinematographer |
Ryohei Abe | Freelance | Lighting |
Tatsuhiro Okamoto | Freelance | Mixer |
Shinya Endo | BLAUGULANA | Production Designer |
Yukino Komatsu | Freelance | Stylist |
Ayaka Nakashima | Freelance | HairMake |
Yusuke Tsutsumi | Freelance | Music |
Tatsuma Furukawa | Freelance | Editor |
Shintaro Seki | BABEL LABEL | CG |
Ayana Kaju | BABEL LABEL | CG |
Asuka Hamaguchi | BABEL LABEL | CG |
Junji Yoshikata | Freelance | Mixer |
Masaki Imanishi | OMNIBUS JAPAN INC. | Colorst |
Toshie Tabata | Dragonfly Entertainment INC. | Casting |
Yoko Yamashita | Freelance | Casting |
Hikaru Takahashi | Oscar Promotion Co.ltd. | Cast |
Shoma Kai | AMUSE INC. | Cast |
Hayashin Hayashin | BANDAGE | Cast |
Yumi Shida | Tambourine Artists | Cast |
SaiberMan SaiberMan | BANDAGE | Cast |
Reika Ozeki | BANDAGE | Cast |
Riko Riko | N.D.Promotion | Cast |
Satsuki Nakayama | Ten Carat Co.,Ltd | Cast |
Neo Neo | VAZ inc. | Cast |
Fumihiro Katayama | Fumihito Katamura Photograph Office | Photographer |
Yuji Hatakeyama | Hakuhodo Product’s Inc. | Retoucher |
Masahiro Kawamoto | AOI Pro. | SNS Photographer |
Junichi Higashiyama | Freelance | SNS Photographer |
Hiroyuki Kurosaki | DG MARKETING DESIGN, Inc. | Web Producer |
Koji Kodama | DG MARKETING DESIGN, Inc. | Web Dirctor |
Yuka Murase | DG MARKETING DESIGN, Inc. | Web Designer |
Marina Kitamura | Bucket Inc. | SNS Operation |
Kaho Tsuchida | Bucket Inc. | SNS Operation |
Hiroaki Sakai | TOW CO.,LTD | Event Producer |
Takuma Takeo | TOW CO.,LTD | Event Assistant Director |
Kohei Suetani | Scre Co., Ltd. | PR Producer |
Tomohiro Okada | HAKUHODO Inc. | Account Manager |
Yuya Tojo | HAKUHODO Inc. | Account Manager |
Junya Oguchi | HAKUHODO Inc. | Account Executive |
Ikuko Oshima | HAKUHODO Inc. | Account Executive |
Shogo Watanabe | HAKUHODO Inc. | Account Executive |
Kenta Koide | HAKUHODO Inc. | Account Executive |
Tatsuya Seki | HAKUHODO Inc. | Account Executive |
“More Than Likes” is a PR campaign that changed the perception of the youth, which are so obsessed in increasing their “values” on social media, by enlightening them on how they should be facing social media.
People famous on social media, like YouTubers, Instagrammers, Tiktokers, have begun to gain a social status, and are now idolized by the youth today. The young people today are occupied to increase the number of likes and followers on their social media accounts. As a result, every 1 in 7 people are said to be diagnosed as “social media addiction”. Y!mobile, a mobile carrier mainly targeting them in Japan, realized that this is a new social issue derived from how smartphones have become a standard in our lives. With how popularity on social media has become a scale for the youth to measure their value, Y!mobile aimed to make their targets reconsider with how they should be facing social media with a new digital wellbeing campaign.
“More Than Likes” A science fiction film in which a schoolgirl was addicted to social media winds up in “the same classroom in another world”, where one’s popularity on social media determines their hierarchy in class. In this classroom, the students’ hierarchy is set based on the number of followers on their social media accounts. For example, the nerd of the class is now the popular guy, and the queen bee is now the bullied girl. In a world where only popularity on social media defines the “value” of people, our protagonist begins to realize the true values of people that cannot simply be measured by the number of likes and followers.
Teenagers, who are Y!mobile’s target and those that the brand message should be delivered to, have no interest in boring manuals or lectures. That is why we purposely wanted to draw them in with a fascinating Sci-Fi film showing their ideal world where popularity on social media would determine the value of people in order to have them reconsider how they should be facing social media. In addition, the story was adapted to many forms of entertainment like web drama series, film, novels, animation and music which the youth are familiar with, spreading our message to more of our target audiences.
“More Than Likes” was initially streamed online as a 20 episode drama series. With the drama’s success, it was also adapted into a movie which was played in many theaters including Tokyo and Osaka where many young people rushed to the premiere. In addition, in order to reach out to more of the youth, we used different channels to communicate our story to them. The story was adapted into a novel and was stocked in bookstores throughout the country and also on Amazon. It was also adapted into an animation piece by a popular illustrator. “More Than Likes” was distributed in many forms of entertainment like music, online TV shows, advertisements which the youth are familiar with, making our target audience to reconsider how they should be facing social media.
“More Than Likes”, produced by a mobile carrier company became an unprecedented digital wellbeing campaign. It raised questions on the values of the youth today, generating debates on how they should be facing social media. Detailed results are as follows. (Media Outputs) - Trending topic on Twitter and Google and Twitter! in Japan - Publicity Exposure: $ 3 million (Target Audience Outcomes) - Total views: 33 million on Theaters and YouTube - Social impressions: 130 million - Social engagement: 34 million - Brand interest: 161% Increase compared to last year (Business Outcomes) - Number of subscribers: 21% Increase - Y!mobile became the no.1 low-priced mobile carrier in the first half of 2019.