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\u201c720 HOURS OF YOUTH\u201d This is the world\u2019s longest teen drama lasting 24 hours a day, for 30 days delivered through mobile phones, a necessity for teens. The characters are high school students that are a month away from their graduation. This is a unprecedented drama experience, following their remaining high school life for 24 hours, 30 days, crossing over various media platforms. such as YouTube, Twitter and Instagram. \u201c720 HOURS OF YOUTH\u201d was the non-stop drama that mirrored teens lives.\n\nCreative Execution\nThe drama starts from SNS posts of the characters. In the morning, they go to school, at the same time as real students. On breaks, they enjoy their time with classmates. At 4:00 pm everyday, a YouTube drama series starts. Users can peep into the characters\u2019 after school life, where the story majorly progresses. The whole story connects through the characters\u2019 SNS posts and YouTube dramas. For example, an Instagram \u201cStories\u201d post of a date, leading to a fight between the characters in the YouTube drama series the next day. Or a lie revealed in the YouTube drama, exposed from a location information on a photo posted on \u201cTwitter\u201d. The drama continued for 30 days, crossing over various media platforms. At the day 30th, graduation day, the story\u2019s finale was played out in public as a \u201dlive drama\u201d. Finally the characters that were on screen came to life.\n\nThe 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. Detailed results are as follows. - Became a trending topic on Twitter and Google in Japan. - Exceeded a total of 30 million views on YouTube. - Gained over 120 million social impressions. - The brand mentions increased to 390% compared with last year. - YouTube Channel Subscribers of the brand increased to 500%.