#STUPIDREPLYCONTEST

Title#STUPIDREPLYCONTEST
BrandSKY PERFECT JSAT CORPORATION
Product / ServiceSKY PERFECTV!
CategoryG04. Social Behaviour & Cultural Insight
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN

Credits

Name Company Position
Yoshifumi Sato DENTSU INC. Copywriter
Masashi Araki DENTSU INC. Planner
Sho Tsujioka DENTSU INC. Art Director
Keisuke Fujita FUJITA DIGITAL Co.Ltd. Social Media Planner
Wakako Ashida Dentsu Isobar Inc. Planner
Tsuyoshi Shigemura DENTSU INC. Account Exective
Kohei Kadota DENTSU INC. Account Exective

Why is this work relevant for Brand Experience & Activation ?

"Remarks" to Avoid claims and stupid replies on company services. Sky PerfecTV! asked users to send in their stupid replies and constructed the brand with the users by making the perfect "remarks."

Background

The world is filled with stupid replies these days due to the development of social media. While many companies are scared of receiving stupid replies, Sky PerfecTV! decided to make the satellite multi-channel broadcasting free, a campaign prone to become a target. So,Sky PerfecTV! decided to communicate using this culture of stupid replies and increase the interest in the free service.

Describe the creative idea (20% of vote)

We decided to think that "stupid replies" were a "perspective" for fine details. And by asking to send in these stupid replies, we can create the "perfect remark" that covers all possibilities. So we held a "#StupidReplyContest" on social media. By collecting stupid replies about the free service and creating a remark together with the user, we were able to construct a mechanism where you naturally came in contact with the "free broadcast" campaign.

Describe the strategy (20% of vote)

The stupid replies that will flow in upon the release of the free service. For example, "Isn't the TV itself not free?" etc… So by using this communication through the culture of stupid replies, we tired to increase the interest in the free service.

Describe the execution (30% of vote)

We started to ask for stupid replies about the free broadcast service on Sky PerfecTV!'s official Twitter account. "The free broadcast is starting. Please send in your stupid replies because we want to make the “Perfect remark” that can be used for any kind of stupid replies! " With all of the stupid replies that came in, we created a very long perfect remark and presented it on our official Twitter account.

List the results (30% of vote)

・We succeeded in increasing interest in the free broadcast, with more than 6000 participated in 2 days. ・Because of this promotion there was an 146% increase in subscriptions. *Compared to the previous free campaign.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

Nowadays with the developed social media, there is a stupid reply against whatever a company or influencer does. Especially when something is free, the amount of these stupid replies increases. Sky PerfecTV! decided to use this culture of stupid replies as a way of communicating.