The Challenge:
Convert Japan’s 40 million "Galapagos" flip phone users—a demographic loyal to old technology in a market otherwise dominated by iPhone.
Convert Japan’s 40 million "Galapagos" flip phone users—a demographic loyal to old technology in a market otherwise dominated by iPhone.
The Insight:
A conflict between Honne and Tatemae. Users secretly wanted an iPhone (Honne) but publicly rationalized staying with legacy tech to avoid the learning curve (Tatemae).
A conflict between Honne and Tatemae. Users secretly wanted an iPhone (Honne) but publicly rationalized staying with legacy tech to avoid the learning curve (Tatemae).
The Idea:
A puppet-led campaign that humorously voiced the "internal monologue" of flip-phone users. By speaking their hidden truths, we nudged the audience toward the upgrade, driving an immediate 10% lift in sales.
A puppet-led campaign that humorously voiced the "internal monologue" of flip-phone users. By speaking their hidden truths, we nudged the audience toward the upgrade, driving an immediate 10% lift in sales.
A big decision :30
The map of your life :30
Busy morning :30
Mariko :30
The artistic cake :30
Welcome back friends :30
