“Everyone is a professional”

We focused on the way the younger generations make videos with selfies and their friends and we created an app where any user could easily make a documentary movie in the style of the show “The Professional”. The app provided a dream service where users could be the star of their own video and furthermore, have that video actually used on TV.

- The app was released on January 1st and shown on the NHK TV network (which is received in about 70% of households in Japan) as well as receiving coordinated promotional notifications through twitter by famous celebrities.

-Got junior high schools to use the app in classes and footage of students talking about their talents or their future dreams was used on TV.

-Promoted different themes for videos available through the app on TV such as a love theme in time with Valentine’s Day.

A movement began in Japan where people enjoyed making videos of all the amateur-professionals around them.

The app was listed on the Apple and Google stores’ recommended apps list, and in the two months after release it was downloaded 1 million times.

Combined with the TV show, we reached 10 million young people.

20-something female viewer numbers up to doubled.

Job-seeking university students used the app to make their own PR videos, and it was also used in recovery and town revitalization efforts by locations affected by the 2011 Japan Tohoku earthquake and tsunami.