The smartphone, your best travel buddy, could potentially ruin your trip. This is because there are 5 times the germs on screen than there is on a toilet seat. Imagine, having those germs somehow enter your body during a travel...

In response to this, docomo has developed the world's first "toilet paper for smartphones" in Narita international airport, the visitor’s first contact point of japan.

-This campaign started 15th Dec to 15th Mar (3months)

-This toilet paper was installed 86 toilets in NARITA international airport(near arrive gate).

-More than 2000 rolls of toilet papers were used by travelers

This campaign proved that docomo have an unique japanese spirit of hospitality?omotenashi spirit? for foreign travelers. BBC, CNN, Guardian, The times, and other well-known media around the world immediately picked up the story(total 543media around 53countries).

And pictures of it in action along with expressions of amazement showed up on sns. Wi-fi access was 120% compared to the previous month, while translation app downloads were 130% compared to the previous month.

This campaign made new medium, and that is toilet paper smartphone.

It directly brought hospitality of docomo through toilet paper,and made docomo' brand image good.

This toilet paper was installed 86 toilets in NARITA international airport(near arrive gate), where is the first contact point of travelers coming to JAPAN.

While docomo is japan’s no.1 mobile phone operator,its name recognition outside japan is low. This has became a major issue that needs to be resolved, since visitors in japan are rapidly increasing for the 2020 Tokyo Olympics.