Direct > Culture & Context

STANDARDIZED NATIONAL SMARTPHONE DEBUT TEST

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

CampaignCampaignLayout(opens in a new tab)
Presentation Image
Case Film
1 of 0 items

Overview

Credits

Overview

Why is this work relevant for Direct?

We targeted parents who had anxiety over providing smartphones to their children.

Provided a digital content experience that makes it safe for children to use smartphones.

We used the Google Store Visit to measure the number of in-store customer visits via digital advertising and sites.

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.

Describe the creative 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.

Describe the strategy

Elementary and junior high school students and their parents.

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

Describe the 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.

List the results

Over 150 thousand people have taken the test, exceeding our target 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.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

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.

More Entries from Social Behaviour & Cultural Insight in Direct

24 items

Grand Prix Cannes Lions
THE WHOPPER DETOUR

Retail

THE WHOPPER DETOUR

BURGER KING, FCB NEW YORK

(opens in a new tab)

More Entries from HAKUHODO INC.

24 items

Silver Cannes Lions
FAVORITE FOOD SOY SAUCE

Food & Drink

FAVORITE FOOD SOY SAUCE

DENTO DESIGN KOBO INC., HAKUHODO INC.

(opens in a new tab)