¦Situation

1.“au Hikari” is an internet service provided by au, one of Japan’s major mobile phone carrier.

2.A major opportunity for customer acquisition is when au mobile phone customers visit the retail locations to upgrade their phones.

3.Customers can join “au Hikari” at a discounted if they also join au’s mobile phone plan.

¦Brief

1.Take 200,000 people to the au shop in video communication.(100 days)

2.Quantify the number of foot traffic generated by the campaign.

3.Do not engage in discounts or promotional incentives.

¦Objectives

1.The final goal is to increase the number of contractors by increasing the number of visitors to au shops.

2.To increase acquisition of “au Hikari” it is necessary to motivate prospects to visit the retail stores.

The point of execution is "FAST & SCRAP theory".

It makes videos evaluated not by how many people view them, but rather by how they move people.

F: Focus

We focused on targets who had high potential for visit to the store.

A: Action

The number of views in videos are now the things money can buy.

Since it is important creating actions such as searching, posting and sharing as well as making them actually visit, we carefully aim to motivate them.

S: Search

People are led to search by the ads that spread through people and internet.

T: Tracking

GoogleStoreVisit is used to measure how movies effect on people's visits. We weekly watched the responds of each targets and adjust the delivery.

SCRAP: Unexpected creative

Strange stories that scraps all convention push up Youtube's creative scores and make the ads win a bidding.