Spikes Asia

Show Your Face!Hiroshima

I&S BBDO, Tokyo / HIROSHIMA PREFECTURE / 2019

Presentation Image
Demo Film
Digital Proof JPG

Overview

Entries

Credits

Overview

Background

Due to the torrential rains that struck western Japan in July 2018, Hiroshima Prefecture suffered serious damage, which also greatly affected the number of visiting tourists.We started this project as a way to generate new tourism to break out of this crisis.

Idea

We call it “Show Your Face! Hiroshima”We set up “Show Your Face Signboards” in all municipalities in the prefecture, wishing for people to get out and show their faces.

Each signboard has motifs of local specialties, filling the prefecture with “photo spots” that just make you want to snap a souvenir picture.

The aim is to communicate “energetic Hiroshima” at home and abroad…

Strategy

We call it “Show Your Face! Hiroshima”We set up “Show Your Face Signboards” in all municipalities in the prefecture, wishing for people to get out and show their faces.Each signboard has motifs of local specialties, filling the prefecture with “photo spots” that just make you want to snap a souvenir picture.

The aim is to communicate “energetic Hiroshima” at home and abroad…

Execution

Furthermore, we asked influencers to do “Show Your Face Relay Trips” to create interest in the campaign itself.The Cyberjapan Dancers members and “Show Your Face Signboard-ist” Shioya boldly set out to visit all 27 signboards.We also held a send-off ceremony in Tokyo.

Outcome

Social media reach of more than 2 million! Coverage in various media(*TV x6, newspapers and magazines x23, online x188) has corresponded to 147 million yen in advertising costs.The campaign has also had an affect on tourism

as the energy from before the disaster has come back

and the number of lodgers has gone up by 10% since January.

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