The objective of the campaign was to create awareness of “ecareer” brand (a career search site) within a short period of time. The main target group was M1(male 20~34 years old). Campaign period was from February 28, 2008 till May 31, 2008.
The online campaign was launched with the aim of delivering a staggering impact on target group. To ensure high level of interest among male users throughout the campaign, elements such as “women”, “sexy movie”, and “overwhelming number 100” was incorporated. Other strategy deployed was to trigger WOM through the use of consumer generated media (CGM) such as YouTube and blogparts (widgets). The campaign was kept simple as possible. To stir user's attention, new technology called PaperVision 3D was used. The campaign was designed to lure users to click around the site.
Displayed the 100 cheer girls on one page using PaperVision 3D
・Movie situations displayed in text
・Top 20 Ranking Page
・Page showing the switch from already viewed video to next video
・Page showing 100 Cheer Girls Categorized by Blood Types
There was a dock function so that user could pick their favorite out of the 100 movies and save them under their favorites.
To motivate users to watch all 100 movies, they were purposely designed to lure Japanese men.
Blogparts that displayed all 100 cheer girls who cheered the blog reader by saying “Ganbare” (do your best).
Established 100 Cheer Girls channel on YouTube to spread WOM in CGM.
Created site on Myspace (SNS) to establish 100 Cheer Girls Community so that users could exchange information online.
Website that is popular among target group. To deliver information effectively to the target group the campaign was introduced on Photozou.
By linking the campaign site to various CGM it triggered WOM.
The strategic seeding approach on media led bloggers and news sites to write about the campaign.
WOM about the campaign caused it to be featured on over 20,000 blogs. (Google Blog Search “100チアガール”)
After the campaign was launched it was featured on many media. This attracted more movie views and traffic to the campaign site.
After the campaign site was launched, it reached 140,000 views and 1 million movie views in 2 month period. The campaign was featured on advertisement magazine “Brain”, web magazine “WEBSTRATEGY” and “MacFan”, etc. It won an award “Site of the Day” at “The Favorite Website Award” (FWA).
- - Internet Connection: ADSL or better
- - CPU: Clock frequency of 2.0GHz or above
- - RAM: 1GB or above
- - Client: SOFTBANK Human Capital CORP
- - Agency: Tribal Media House, Inc.
- - Production: TYO Interactive Design Inc. / ARCHETYP Inc.
- Executive Marketing Director: Noriyuki Ikeda- - Account Planner: Nobushige Yagi
- - Planner: Kosato Takeda
- - Creative Director: Yasuo Nihei
- - Art Director: Yasuo Nihei
- - Producer: Pro Shop Miu_nobu
- - Project Manager: Bunguman
- - Director: Nobuhiko”Proshop”Miura / Yuichi Hagiwara
- - Designer:Junichi Saito
- - Flash Developer: Masayuki Daijima
- - Sound Designer: Takahisa Mitsumori
- - Film Production Company: Tsukuba TV
- - Logo Design:Kurumi Honda
