Cannes Lions

SAVING YOUR FUTURE

YAHOO JAPAN CORPORATION, Tokyo / YAHOO / 2014

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Case Film

Overview

Entries

Credits

Overview

Execution

We implemented a 'Social Disaster Drill' in order for the people to understand the app and how effective it will be in case of a real disaster.

The drill was designed to simulate the massive earthquake in Tokyo and multiple fires to follow.

100 people participated in the drill and used the disaster alert app and Twitter to evacuate to designated areas.

As a result, the participants understood the importance of experience, rather than just knowledge, to utilize today’s technologies for effective evacuation and how to react to accidents that might occur consecutively.

Outcome

In a year since its release, our app has ranked 1st in its AppStore category. It was achieved without any promotion proving that product’s effectiveness spoke for itself. The app has made more than 400,000 alerts, including almost 1,000 earthquake alerts.

With coverage on more than 30 media outlets, it has created a huge buzz on Twitter and the blogosphere. During a disaster drill in central Tokyo, it was instrumental in achieving an evacuation rate of 100%

Our app has been downloaded 2.6 million times so far. This means we are watching out for 2.6 million lives.

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