This campaign is to promote '050 plus app', a free IP phone call application. Because communication through e-mails by mobile phones and smartphones are more common than communication through phone calls in Japan, we thought we needed to promote 'call' in general before promoting the service merits of a specific service - in our case '050 plus'. Therefore, we set our campaign objectives as follows:1.To stimulate people’s interest in phone calls2.To create news topics and have people talk about the campaign3.To make smartphone users download the appTo achieve those objectives, we used a unique style promotion, called 'display window call drama'. We used display windows as stages. The drama was acted only through calls because an actor and actress were at the distanced locations; thus, it left spectators with the impressions of calling.

Chat Play Showcase is the integrated campaign: An actor and actress acted at showcases in 2 separated apparel stores, and the acting was synchronised through phone calls by using the 050 plus app. We used brochures and the official website as announcement tools. However, we kept the venues secret until the acting day, for the purpose of increasing WOM. On the acting day, we announced the venue information on the official website. In addition, we distributed the brochure, which include venue information, to pedestrians near the venues. The spectators, who were mostly made up of pedestrians, were able to see the live coverage of the acting at another location through the 050 plus app; thus he or she could watch the entire show in real time. (Although, we did later upload the movies of both locations onto the website.)

We approached more than 3,000 pedestrians near 2 venues where the drama was acted. The 2 venue stores are located close enough for people to notice something. Over 130,000 unique users visited the websites. The advertising value equivalent is more than 4 times of the cost of campaign. The number of app downloads increased by 30% compared to the before campaign. In addition, the 050 plus application earned the gold prize of the ASCII smartphone App awards 2011, presented by the website of Weekly ASCII, a well-known and respected IT magazine in Japan.