Product / ServiceY!MOBILE
CategoryA09. Consumer Services / Business to Business
Idea Creation 2 HAKUHODO INC. Tokyo, JAPAN
Media Placement HAKUHODO 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
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 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

Why is this work relevant for PR?

“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.

Describe the creative idea (20% of vote)

“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.

Describe the strategy (30% of vote)

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.

Describe the execution (20% of vote)

“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.

List the results (30% of vote) – must include at least two of the following tiers:

“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.