#Japan #Tokyo #SoftBank #Suzu Hirose #SLEEP SWIPE

A New Approach to Smartphone Usage: The SLEEP SWIPE GAME

In an era where smartphones dominate our lives, SoftBank has crafted a cutting-edge game called the 'SLEEP SWIPE GAME,' featuring popular actress Suzu Hirose, aimed at encouraging users to develop better habits with their smartphones, especially during the night. This initiative will take place from October 9, 2025, coinciding with the designated 'Sleep Day,' a day dedicated to promoting quality sleep habits.

The campaign will run solely during the late-night hours from 10 PM to 5 AM, where users can encounter Hirose in a series of TikTok ads. The premise is simple: if you swipe and meet Suzu, it signals game over—it's time to put down the device and get some rest. Hirose jovially encourages viewers by stating, 'If you meet me, please close your smartphone and go to sleep!' This playful interaction aims to highlight the prevalent issue of late-night smartphone usage and its adverse effects on sleep quality and overall daily performance.

The Sleep Crisis

Surveys conducted by SoftBank revealed a staggering reality: approximately 74% of respondents reported decreased concentration and performance the following day due to late-night smartphone use. With 81.6% of participants admitting they bring their smartphones into the bedroom and 65.2% admitting to experiencing late-night usage, it sheds light on the modern dilemma of smartphone addiction.

As soft and soothing autumn nights approach, the temptation to scroll through social media platforms or binge videos often leads to lost sleep time. Many individuals are unaware of the cumulative effect this has on their daily productivity, often losing more than an hour of sleep due to late-night scrolling.

Engaging with the Game

The 'SLEEP SWIPE GAME' aims to address this emerging trend by making users more conscious of their late-night habits. By presenting a fun game format, it encourages individuals to prioritize their sleep. These ads will highlight various scenarios with Hirose appearing to deliver that nostalgic nudge urging users to disconnect before bed.

The game is part of SoftBank’s broader initiative to align with its corporate philosophy to use the 'information revolution to bring happiness to people.' In a light-hearted yet important way, this promotes healthier smartphone interactions and encourages a dialogue around the need for better sleep hygiene.

Findings from the Survey

Further insights from the survey reveal some alarming habits of smartphone users:

• - 81.6% of users take their smartphones to bed, with a further 65.2% engaging in late-night use.
• - For 80.7%, this use results in losing at least an hour of sleep, while 30.7% reported a loss of over three hours.
• - Despite experiencing the negative effects, with 87.4% admitting to regretting their late-night sessions, the struggle continues for many to resist their devices before bed.

Hirose, in her recent interview, shared her own experiences with late-night phone usage, acknowledging the charm of engaging in conversations or watching adorable pet videos, yet stressing the importance of maintaining a firm resolve. Her relatable anecdotes resonate with many, strengthening the campaign's message.

Conclusion

As the nights get cooler and longer, it's essential for individuals to reevaluate their digital habits. The 'SLEEP SWIPE GAME' is not just a playful idea; it serves as a much-needed reminder to prioritize sleep and cultivate better relationships with our digital devices. Let's embrace this initiative, put our smartphones down at night, and enjoy restorative sleep. Thus, if you find yourself face-to-face with Suzu Hirose in the game, remember: It’s time to close the phone and say goodnight!