【docomo HEALTHCARE】 Disseminating information with a variety of educational content based on physician supervision

docomo HEALTHCARE
Disseminating information with a variety of educational content based on physician supervision

[Client] NTT DOCOMO INC

Overview

We conducted a PR campaign for the launch of “Move Band 2,” a wristband-type activity meter that can be worn on the wrist to easily measure body data such as the number of steps taken, distance traveled, and sleep time, and the “Body Clock WM” application that measures users’ daily rhythms and provides information on dieting and anti-aging. This was against the backdrop of the increasing number of people who are tired due to lack of sleep or irregular lifestyles. By expanding awareness of the “body clock”, we designed communication that included a connection between the product and social issues, which was different from advertising.

Details about our activities

Article exposure in the web media focused on the product’s performance, effectiveness, and usage. A PR event was held at the time of the launch to further promote the spread of information and increase the value of the service. For the event, the day (March 31) was newly established as “Body Clock Day,” and topics with a high profile were developed, such as the development and commercialization of a “lemon recipe” to regulate the body clock by a celebrity. The FACTBOOK included Professor Otsuka’s (Tokyo Women’s Medical University) suggestions for “resetting the body clock” to make the information more authoritative and persuasive, and was actively promoted to the media. As a result, in addition to renewing the sales of the series, it led to an increase in app subscriptions, mobilization of the mass media, and coverage in many media. The advertising conversion value was also high, and the results were significant.