The world’s longest drama experience,lasting 24 hours a day, for 30 days.
CHALLENGE
Y!mobile is a major mobile carrier, widely supported by teenagers in Japan.
However, it is being more difficult for brands to keep them hooked because todays, young people are always on social media and they’re looking for fun, jumping from thing to the next.
In order to raise brand interest and awareness to win the fierce competition in spring, the highest season for mobile carriers, Y!mobile needed strong content that would keep such teenagers obsessed.
IDEA
The world’s longest teen drama lasting 24 hours a day, for 30 days delivered through mobile phones, a necessity for teens.
The story started from the characters’ SNS posts, allowing users to follow their actions in real time.
At 4:00pm everyday, a Youtube drama series was released. The storyline of the SNS posts and YouTube dramas gradually connected,
and progressed continuously, lasting 24 hours a day, for 30 days, crossing over various media platforms.
The graduation ceremony, the finale was surprisingly played out in public as a ”live drama” with a selected teenage audience.
The characters that were on screen came to life, which made the teenage audience go crazy.
“720 HOURS OF YOUTH” was a non-stop drama that mirrored the teens’ lives.
RESULTS
The drama that carried on for 720 hours continued to raise conversations on Y!mobile throughout the month-long spring high season.
In addition, the new content experience that synced with the active hours of actual teenagers created a deep engagement with the brand.
THE CHALACTORS' SNS ACCOUNTS
The story started from the characters’ SNS posts, allowing users to follow their actions in real time.
YOUTUBE DRAMA SERIES
At 4:00pm everyday, the YouTube drama series starts. Users can peep into the charactersʼ after school life.
THE GRADUATION CEREMONY
The story’s finale was played out in public as a ”live drama”.The characters that were on screen came to life.
