NEW INVESTMENT SERVICE FOR MILLENNIALS: NIKKO FROGGY

TitleNEW INVESTMENT SERVICE FOR MILLENNIALS: NIKKO FROGGY
BrandNIKKO FROGGY
Product / ServiceNIKKO FROGGY
CategoryA06. Consumer Services / Business to Business
EntrantSIX Tokyo, JAPAN
Idea Creation SIX Tokyo, JAPAN
Idea Creation 2 THE GUILD Tokyo, JAPAN
Media Placement SIX Tokyo, JAPAN
Media Placement 2 RIGHTS APARTMENT Tokyo, JAPAN
PR MATERIAL Tokyo, JAPAN
Production THE GUILD Tokyo, JAPAN
Production 2 HAKUHODO PRODUCT'S INC. Tokyo, JAPAN
Production 3 RIGHTS APARTMENT Tokyo, JAPAN
Production 4 NOTE INC. Tokyo, JAPAN
Production 5 STOKE INC. Tokyo, JAPAN
Post Production SHIROGUMI INC Tokyo, JAPAN
Additional Company KAFUL INC. Tokyo, JAPAN
Additional Company 2 FUNTERACTIVE INC. Tokyo, JAPAN
Additional Company 3 YUME NO HIEDA INC. Tokyo, JAPAN

Credits

Name Company Position
TSUBASA OYAGI SIX EXECUTIVE CREATIVE DIRECTOR
TSUBASA OYAGI SIX COPYWRITER
RISA KASHIWAGI Hakuhodo Product's COPYWRITER
HIRONOBU TSUCHIYA SIX ART DIRECTOR
TATSUYUKI TOHEI SIX MARKETING COMMUNICATION DIRECTOR
KENICHI FUKUDA Rights Apartment STRATEGIC PLANNING DIRECTOR
RIKA TANABE Rights Apartment STRATEGIC PLANNER
YUHI YAMAMOTO Rights Apartment STRATEGIC PLANNER
MANA UJIIE Rights Apartment STRATEGIC PLANNER
TATSUYUKI TOHEI SIX AGENCY PRODUCER
SADAAKI KATO NOTE CONTENTS EDITOR
KOTOMI MIHARA NOTE CONTENTS EDITOR
YOSHIFUMI KAKIUCHI STOKE CONTENTS EDITOR
ATSUKO MUROTANI FREELANCE CONTENTS EDITOR
SONOKO TOMONO SONO CONTENTS EDITOR
YASUSHI TAKAGI MIDDLEMAN CONTENTS EDITOR
TAKAYUKI FUKATSU THE GUILD UX DESIGNER
HIKARU MUGITA THE GUILD UI DESIGNER
KOHKI SHIRAISHI KAFUL WEB DIRECTOR
KEISUKE IMURA FUNTERACTIVE Inc. PROGRAMMER
KENICHI FUKUDA Rights Apartment MEDIA PLANNING DIRECTOR
MOMOKO KAMEYAMA Material inc. PR Director
TOMOHIRO HIEDA Yume no Hieda Co.,Ltd DIRECTOR
TORU TAGUCHI Hakuhodo Product's FILM PRODUCER
KAITO NOGUCHI Hakuhodo Product's PRODUCTION MANAGER
MASASHI ISHIWATA Hakuhodo Product's EDITOR
MAKOTO MOTOKI Hakuhodo Product's EDITOR
RYOSUKE FUJIMOTO vrooom EDITOR
TETSUYA TAKEKAWA SQUAD EDITOR
TAKETO SHIGENOBU Hakuhodo Product's EDITOR
SHINYA IMOTO Hakuhodo Product's POST PRODUCER
RYO HIGUCHI SHIROGUMI inc. ANIMATION DIRECTOR
SHINYA HIGUCHI SHIROGUMI inc. ANIMATION PRODUCER
SHUTA HASUNUMA FREELANCE MUSIC COMPOSER
JIMMY TERAKAWA Jimmy’s SOUND EFFECTOR
MASAYUKI OODAIRA Hakuhodo Product's MIXER
YU NAGABA KAERUPRO ILLUSTRATOR
NAOKI SHIMOHARA jaianto DESIGNER

Why is this work relevant for Media?

We created a new media on investing from scratch and have released over 1500 original articles and are still ongoing. Since it’s launch, it has grown into a media with 8.2M PV per month, 500K UU per month and has established a presence as a media on investing.

Background

Acquire new customers mainly millennials for their company’s survival. SMBC Nikko Securities Inc., has been resting on its legacy of 100 years and digitally behind. It’s client’s average age surpassed 60. So it needed to acquire new clients like millennials. They needed to transform themselves to be digitally intriguing in order to communicate with millennials for their survival for the next 100 years.

Describe the creative idea / insights (30% of vote)

We made NIKKO FROGGY. A platform that opens the door to stock investment through intriguing articles for millennials. There are 1500 original articles that trigger thoughts to invest, targeted to intrigue millennials. Those not interested in investing would be intrigued. Below in the articles is a section to buy the related stocks. When users are moved or triggered by the content, they can buy the stock of the subject in that article. Allowing you to buy stock as casually as you would Like! an article in social media. We lost the confusing transaction process with a simplified UI making it effortless into 3 easy steps; press invest, input how much and press buy to complete. Then, In order to tackle the financial barrier, we made investment possible from 1 dollar, no transaction fee (buy stock only under 1M yen) and an option to invest without using cash.

Describe the strategy (20% of vote)

Our research showed 76% of people believed that stock investing is difficult. 91% believed expertise is needed to start investing. Many people didn’t know where to look or how to start. 73% of people were not investing because they didn’t have the money to invest with. We aimed to make a friendly service based on values and behavior of millennials that will cut through all of the clutter to make them want to invest and increase the number of millennial investors in general.

Describe the execution (20% of vote)

NIKKO FROGGY is made from scratch. We conducted research multiple times as we designed the stock exchange process, UX and UI of the entire service. The 1500 contents we have are original contents written through the editors team assembled for our service. The contents are updated daily by investors and financial specialists together with cartoonists and illustrators. Users are moved or triggered by the content, they can buy the stock of the subject in that article. Some in the style of mangas or success stories of becoming a millionaire through investment etc. Some started as a way to support visionary companies. Another started being captivated by a success story of becoming a millionaire through investing. Others simply by being inspired by ordinary people just like them. NIKKO FROGGY has been broadly accepted and grew to be a service with an extensive number of customers, creating business impact.

List the results (30% of vote)

NIKKO FROGGY has been broadly accepted and grew to be a service with an extensive number of customers creating business impact. •8.2M PV per month, 500K UU per month •2.1 times more accounts made after NIKKO FROGGY launched* •6.3 times more transactions made compared in 10 months* •Half of the new users are millennials *only direct course Today, many people are taking their first leap to become investors with them.

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