Cannes Lions

MON-FICTION ENERGY RESEARCH

HAKUHODO, Tokyo / KANSAI ELECTRIC POWER COMPANY / 2024

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Overview

Background

Problem: The lack of interest among young people towards companies challenging to achieve a carbon-neutral society.

Idea:Kansai Electric Power, a power company, noticed that "gamers" would be particularly devastated if energy supplies were interrupted. To create a PR buzz and interest in the energy problem among young gamers, who typically show little concern for societal issues, they implemented measures to hack the popular Japanese game "Monster Hunter," aiming to capture the attention of the target.

Idea

Mon-Fiction Energy Research : "Monsters generating electricity in real life?"

Kansai Electric Power conducted a thorough investigation of the energy generated by Monster Hunter monsters if they existed in real life, including fire, water, and wind attacks. Collaborating with university professors specializing in energy research, who supervised the study, calculated the range and power of attacks based on the monsters' size and damage toward hunters "if" they existed in real life. Then, researchers calculated the power generation efficiency when converting these energies into electrical power.

The findings reveal the number of times famous Japanese landmarks could be powered using the energy derived from monster attacks. This eye-catching and innovative approach blends the virtual world of Monster Hunter with real-world energy considerations, providing a unique perspective on electricity generation possibilities.

Strategy

To maximize the novelty and PR impact through an element of surprise, the energy company strategically leveraged its perceived "a serious brand image". By earnestly investigating the fictional energy potential of monsters, a concept that clashes with the commonly perceived seriousness of electric power companies, we generated a sense of "strangely funny" that intrigued the media. This unconventional approach made it seem as if a traditionally conservative utility company was genuinely exploring the energy potential of imaginary creatures.

Furthermore, by centering the narrative around the motif of "monsters' attacks," a theme inherently intriguing to gamers, they were able to engage the audience without sounding preachy. This approach provided a unique angle to discuss the importance of electricity without coming across as overly serious, offering a thought-provoking entry point for individuals to contemplate the significance of power in a more lighthearted manner.

Execution

In October 2023, riding on the heightened global attention towards the latest release of "Monster Hunter NOW", a special limited-time website by Kansai Electic Power was launched. The campaign featured web commercials and social media campaigns encouraging people to participate in the movement, article content containing real life calculations of fictional monsters' energy. Instead of a one-sided communication approach from Kansai Electric Power, the strategy was designed to encourage gamers who love Monster Hunter to actively participate in the research through their own social accounts.

This approach sparked discussions, even those uninterested to energy problems among the youth to engage voluntarily. By fostering a sense of ownership and personal connection to the campaign, it successfully transformed the topic of energy into something relevant and meaningful for the typically disinterested youngsters. The integration of gamers' enthusiasm for Monster Hunter into the campaign contributed to its effectiveness and broadened its impact.

Outcome

1. Successfully achieved media exposure equivalent to 38million yen in advertising value:

Some news sites found the energy company's initiative intriguing and created original articles, while even traditional and serious media outlets, such as newspapers, dedicated sincere articles to the investigation into monster energy.

2.Achieved approximately 4 million reach through over 1,600 Social Media posts:

Not only did people find the campaign interesting, but there were also individuals who not only added their own insights to Kansai Electric Power's investigation but initiated their independent inquiries.

3.Realized improvements in "Corporate Favorability" and "Interest in Topics of Energy" among the target audience:

Among the 20-30 age group, particularly those indifferent to energy concerns, there was an increase in favorability towards Kansai Electric Power (average increase of +8.7%) and a heightened interest in energy matters (average increase of +7.7%) among consumers who engaged with the campaign.

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MON-FICTION ENERGY RESEARCH

HAKUHODO INC., Osaka

MON-FICTION ENERGY RESEARCH

2024, KANSAI ELECTRIC POWER COMPANY

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