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Slide 2 B e Yourself, to B ecome a B etter Mother. The University of Tokyo Saki Iizumi, Kaori Maruya, Shoko Ogata Slide 3 Research 25-35 years old women Personal data age, job, have child or not What is the brand of your pants? Why do you choose it? What point do you put priority When you buy a pair of pants? Do you know B-three? What image do you have about B-three? Slide 4 Ride a bike wearing work clothes Care about her style What We Found Be dirtied clothes by kids Style Up Washable Stretch & Feel Comfortable Slide 5 The target is WORKING MOTHERS!! Slide 6 How many working mothers are there in Japan? 2 million 25-35 years old working mothers in H19. The number of working mothers is increasing every year. Research: Statistics Slide 7 Unmet Needs The target has NO MOMENT to call ones own THE DILEMMA between being a good mother and being herself Slide 8 Working mothers are so busy!! 5:00Getting up and making breakfast 6:30Wake her family up 7:30Leave home and send her children to nursery school 9:00Start the work 17:00Leave the office 18:00Go home and make supper 18:30Pick up her children 19:00Dinner 20:00Take a bath with her children 21:00Send her children to bed, Her husband back to home 22:00Washing 22:30 Ready for tommorow 23:00Go to bed Research: Statistics 60% working mothers have less than 1hour free time in a day. They really want time for themselves. Slide 9 Search on WORK FAMILY BALANCE Hit about 7,410,000 results Slide 10 Be Yourself, to Become a Better Mother. 1.Supporting working mothers 2.Spreading working mothers voices 3.Making their wishes come true Slide 11 CAMPAIGN Traditional Media Structure of Promotion ATTRACT ACTION SHARE SNS Traditional Media CAMPAIGN Slide 12 5:00Getting up and making breakfast 6:30Wake her family up 7:30Send her children to nursery school and go to office by train 9:00Start the work 17:00Leave the office and go to supermarket 18:00Go home and make supper 18:30Pick up her children 19:00Dinner 20:00Take a bath with her children 21:00Send her children to bed, Her husband back to home 22:00Washing 22:30 Ready for tomorrow 23:00Go to bed Working Mothers Daily Life See the ad in a crowded train Read a magazine and website in relaxing time Slide 13 Be Yourself, to Become a Better Mother. B-three Ad in Train Slide 14 Banner Slide 15 Magazine Ad Slide 16 5:00Getting up and making breakfast 6:30Wake her family up 7:30Send her children to nursery school and go to office by train 9:00Start the work 17:00Leave the office and go to supermarket 18:00Go home and make supper 18:30Pick up her children 19:00Dinner 20:00Take a bath with her children 21:00Send her children to bed, Her husband back to home 22:00Washing 22:30 Ready for tomorrow 23:00Go to bed Working Mothers Daily Life See the ad in a crowded train Go to Supermarket Read a magazine and website in relaxing time Slide 17 Shopping Cart Slide 18 Original Shopping Bag Slide 19 Promotion Campaign 1 #ThingsWorkingMomDo on twitter 2 Moms Holiday Campaign 3 B-Three Jump Slide 20 MOST RT 1. #ThingsWorkingMomDo Advertise Tweet Present Slide 21 2. Moms Holiday Campaign Trying on & Tweet Taking Care of Children Getting a Time Slide 22 3. B-Three Jump Jump With B-three Say Opinion Ad with Photo Slide 23 Slide 24 Slide 25 Slide 26 Slide 27 Slide 28 3. B-Three Jump Jump With B-three Say Opinion Ad with Photo Spread Working Mothers Real Voices to Our Society Slide 29 Be Yourself, to Become a Better Mother. Thank you for listening!