CSR
An Overview of Our Progress and Achievements in Corporate Social Responsibility

Everything from mass communication to love letters is possible in smartphone advertising

New initiatives: combining creativity, digital platform evolution

Namikawa: 

The fact is, very specialized skills are needed to create things for the general public and a mass audience, including things that they like and that have universal appeal. Creators of TV commercials have a history of refining those skills. Dentsu’s creators, for example, have excelled at making things with universal appeal and, even in the smartphone era, they have continued to be effective on the whole. Nevertheless, in the case of a social network service like Line, the differences compared with TV commercials are extremely important. For example, at a school, where students are apt to hide their love letters, network interaction is discreet. So, were an ad to appear on a student’s smartphone, would the service users want to share it?

Hara: 

That has implications for the work we do, and I believe we should be able to come up with solutions by having creators from the Advanced Creative Center get to work on it. Speaking of lowering communication costs, it is closely related to such needs as making branding possible with smartphones and realizing brand lift. The question is whether the necessary kinds of messages can be created.

Namikawa: 

Smartphones play a part in broadening awareness, similar to television and newspapers, and also a part in reducing the distance between users, as is done through radio and magazines. The potential is unlimited.

Takagi: 

In addition to enabling users to experience all four conventional forms of mass media, smartphones are portable and handy, and are viewed for long periods of time by users. With that in mind, we should try to create a new kind of smartphone, much as an automaker designs a concept car.

Everything from mass communication to love letters is possible in smartphone advertising

Hara: 

If we were to go all-out, we could create an operating system.

Namikawa: 

While the history of digital platforms is still quite recent, there are surprisingly few options for systems. Since people have created new TV programs and commercials, I believe new formats to better suit smartphones will be created.

Hara: 

The three of us should try something.

Takagi: 

That sounds exciting.

Summary

People’s lifestyles have greatly changed with the popularization of smartphones, which function as both a mobile phone and a personal computer, while offering instant access to the Internet. This has caused upheavals in the operating environments of advertising companies, as well as businesses and corporations in general. Given the changing circumstances, are marketing professionals fully utilizing the potential of smartphones, and have relevant concepts been devised?
In this installment, we began by having Kensuke Hara, Ryohei Takagi, and Susumu Namikawa address these questions, thereby giving them a chance to help raise awareness of the issues among people involved in marketing, and encourage more people to become involved in the discussion.


Everything from mass communication to love letters is possible in smartphone advertising

Kensuku Hara

Director
Dentsu Digital Inc.

Everything from mass communication to love letters is possible in smartphone advertising

Ryohei Takagi

Group Manager
Dentsu Digital Inc.

Everything from mass communication to love letters is possible in smartphone advertising

Susumu Namikawa

Executive Officer / Chief Creative Officer
Dentsu Digital Inc.


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