At first, we almost gave up the project since there was no way to revive unusable batteries of mobile phones. After a lot of research inside the company, we found out special equipment “tester” to revive them. We place equipment at au shops and refresh precious memories of each customer such as old pictures or videos of loved ones. We printed out pictures and transferred data to current smart phones.

When treasured memories were refreshed, the moment was like opening a time capsule. Refreshed data included voice mails or pictures of deceased family members and pet animals, videos of their children when they were little and some embarrassing texts before the wedding day. The campaign was filled with smiles and happy tears.

Feature phones had become commodities. But, the campaign reminded people that a feature phone was a lifelong partner of each user. Also, it created a new business opportunity. Moreover, this campaign changed the user’s mind. They got in touch with old friends for the first time in years. As of today, at 3 locations, over 650 people refreshed their memories. It will continue throughout Japan.