Why is this work relevant for Brand Experience & Activation ?

TVer had needed the brand experience & activation demonstrating the brand-new usage scene of their app. So, this work named "Camoufla-view" came to fruition.

Background

Japan is well-known as its crazy work culture. Busy businesspersons in Japan are caught up in their daily work and spend their limited spare time on checking web news/SNS; and, they tend to watch Less TV. In order to bring them back to TV show contents, 5 key TV stations in Japan jointly launched a free TV streaming service “TVer.” This time, our mission is to increase awareness and engagement with “TVer,” and give such busy businesspersons opportunities to enjoy watching TV shows.

Describe the creative idea (20% of vote)

We developed a gigantic smartphone case, “Camoufla-view,” that allows users to slack off and enjoy TV shows anywhere in secret while at work. We offered 3 types; “Book” “Binder” and “Newspaper,” to correspond to various business scenes.

Describe the strategy (20% of vote)

“TVer” focused on the common insight among Japanese businesspersons; “I wish I could slack off...” but they cannot because they care too much about bosses or co-workers’ eyes. In order to solve this conflict and save such busy businesspersons in stressful workplaces, we offered breakthrough viewing environment using “TVer,” that allows them to slack off with their smartphones during work without caring about others’ eyes.

Describe the execution (30% of vote)

On Japan's Labor Thanksgiving Day(23rd November), we released “Camoufla-view,” with demonstration movie to introduce how it works in typical Japanese working scene (boring/meanless meeting). At the same time, we hold a special prize campaign for 1 week. Lucky participant could won one of three "Camoufla-view" by tweeting a message with “#slacking off technique” on twitter. A lot of businesspersons, who sympathized with the demonstrtion movie and yearned for “Camoufla-view” to slack off during work, posted one after another with their unique #slacking off techniques.

List the results (30% of vote)

This unique solution turned the social trend in Japan with awakening the desire to slack off using Camoufla-view not only among Japanese busy businesspersons but also in other countries. Results are the following; -PR exposure: over 200 media in 15 countries -PR advertising value equivalency: approximately 1M USD -Service awareness of "TVer": 18% up -Increase rate of the number of official SNS account followers reached 1,200%. It has accomplished the mission of increasing awareness and strengthening engagement of Japanese businesspersons with “TVer.