Cannes Lions

Standardized National Smartphone Debut Test

HAKUHODO INC., Tokyo / SOFTBANK Y!MOBILE / 2019

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Overview

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Overview

Background

In Japan, smartphones are everywhere.

People are starting to use them at an age younger than ever before.

Crimes and social problems involving children using smartphones are rising proportionately.

Even though their child wants to buy a smartphone, parents who have the final say are unsure, and opportunities are lost.

It is now difficult to get elementary and junior high school students to buy their first smartphone.

Idea

To instill the right values in children about smartphones, we have developed a “standardized national smartphone debut test."

This test was jointly developed with educational institutions and experts to give anxious parents peace of mind.

Strategy

Elementary and junior high school students and their parents.

To build a consensus between parent and child when purchasing a smartphone.

Execution

The standardized national smartphone debut test aims to impart the correct knowledge and rules regarding the use of smartphones.

Results are scored on a 5-point scale based on the number of correct answers and the time taken, and regional rankings are shown.

The test is designed such that it can be taken repeatedly until the correct knowledge has been imparted.

Instead of a top-down transmission of knowledge, this test allows parent and child to have fun while achieving higher smartphone literacy.

Our test has even received the recommendation of the Tokyo Metropolitan Government as the test becomes more widely known.

Outcome

Over 150 thousand people have taken the test, exceeding our target #s by 375 percent.

Over 19 thousand groups of parent and child have visited us and signed a new contract.

The number of visits to our store was measured using the Google Store Visit.