Brief: Experiential brand promotion to give kids chances of job experience at shops, hospitals, banks, local market in a "real " city. Prepared one-day event to occupy the city and series of workshops over 3 months for the kids and the parents to prepare for the X-day.

Obejctive: In Kashiwa-no-ha Campus City, the public and private sector together with academia are leveraging cutting-edge technology and building the city of the future. But can a truly happy future for people be achieved with only the latest “hardware”? Our aim is to create a “town with an evolving community” – a city that stars its citizens and inspires deep affection and the desire across generations to forever call it home.

For client :

Contributed to the City’s branding acquiring new citizens due to the result below.

 Kashiwa-City ranked NO.1 “Desirable city to live in Chiba Pref.” in 2012 survey.

 The No. of users of Kashiwa-no-ha Campus Station up to 13,000/day, 3 times up since 2007 when this promotion started.

 The City has 300 business visits per year from Japan & abroad.

 The City is designated as “Future City” by the Cabinet.

For consumers :

Contributed to engage citizens with the City and their loyalty increased due to the results below.

 6,000 kids pariticipated.

 No. of the visitors up to 20,000, 5times up since 2007.

 No. of the shops “occupied” up to 68, 6.8 times since 2007

 Kids & their parents come back to take part as volunteers.

 The project café menus are adopted as school lunch by the local elementary school.

This promotion started as one of the project of city development in Kashiwa-no-ha Campus City. We set the whole city as media to engage with the consumers with the City, cooperating with the local stakeholders such as the shopping mall, station, small shops, hospitals, banks. Also we announced the project through the contact-points such as local schools and NPOs along with website, SNS, outdoor media.