Entertainment > Branded Entertainment

THE ALIEN WRSB

OGILVY & MATHER JAPAN, Tokyo / SAGA CITY, SAGA PREFECTURAL GOVERNMENT / 2015

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Overview

Credits

OVERVIEW

CampaignDescription

Conducting activities in city-led promotions directly leading to business such as selling of original goods are banned. For this particular campaign, the city created the video and posters that were made public in a press conference and then local makers and restaurants voluntarily joined this campaign later on to welcome tourists and develop original goods. The city and its citizens are genuinely coming together to complete this content.

Effectiveness

To draw tourists to a country town where there is only a tideland, the local delicacy, WARASUBO, was featured in a feature-film-style trailer, which attracted much public attention. The movie was covered by a variety of media and resulted in the ROI up by 10,000% within only 2 months. The number of tourists to the city of Saga increased by 500 people also within 2 months as they see and eat WRSB and buy souvenirs bringing about economic effects. The whole city itself has literally become the setting of the brand content.

Implementation

The news “Alien found” spread across the country overnight and attracted much public attention. Now, a sheer number of people visit the city of Saga for verification.

Outcome

The movie uploaded on YouTube surpassed 85,000 views within 2 months. The movie was created with the current city mayor, local actors and extras from the Saga city as the cast and only $10,000 production budget. It was made special coverage 18 times in total also within 2 months by 10 TV media companies including the state-run TV, NHK. In addition, 5 radio stations, 10 newspapers as well as on and offline magazines in Japan featured the video resulted in the media impression worth $1,000,000 and ROI up by 10,000%. The number of tourists to the Saga city for this 2 month period went up by 500 people contributing to the increase in sales of local restaurants, etc.

Relevancy

The movie trailer featuring the creature as the alien “WRSB” that inhabits only in the Sea of Ariake adjacent to the Sage city, Japan was created and shocked the entire land of Japan. The city turned into a theme park where one could have a hands-on experience of actually seeing, touching and eating WRSB. Tourists have inundated this local area triggering to produce new WRSB dishes and souvenirs, and bringing about economic effects. Visiting the Saga city has now become a truly branded-content like as watching the movie for which the trailer was made.

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