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  • SUB CATEGORY :
    BEST USE OF DIGITAL
  • COMPANY ENTERING :
    I&S BBDO INC., TOKYO
  • ENTRY TITLE :
    CAT STREET VIEW
  • BRAND :
    HIROSHIMA TOURISM
  • ADVERTISER :
    HIROSHIMA PREFECTURE
  • AGENCY :
    I&S BBDO, TOKYO
  • CREATIVE DIRECTOR :
    MASAKI HONDA
  • ART DIRECTOR :
    YOSHIYUKI KANEKO
  • ACCOUNT MANAGER :
    HIRONOBU TANIGUCHI
  • ACCOUNT EXECUTIVE :
    SHUNSUKE TAKEDA
  • STRATEGIC PLANNING DIRECTOR :
    DAISUKE SASAKI
  • SENIOR DIGITAL PLANNER :
    HIRONORI OGATA
  • DIGITAL PLANNER :
    TOMOHIRO HIKAMI
  • STRATEGIC PLANNER :
    SUSUMU YAMAMOTO
  • PLANNER :
    TATSURO KUMAKI/KENTA TAKAGI/TAKERU NAGASAKI
  • FILM PRODUCTION COMPANY :
    KOOKI, HIROSHIMA
  • DIRECTOR :
    KAN EGUCHI
  • FILM PRODUCER :
    MASAKI SHIMAMURA/YUKI EBIKO
  • THE BRIEF :
    ONOMICHI, A SMALL, QUIET PORT TOWN IN JAPAN HAD BEEN STRUGGLING TO GET ATTENTION FROM TOURISTS. WHILE THERE WERE NO OUTSTANDING TOURISM LANDMARKS, ONOMICHI WAS KNOWN FOR ITS CATS AND YOU COULD FIND LOTS OF CATS EVERYWHERE IN THE TOWN.
  • THE STRATEGY :
    INSIGHT: “THEY FEEL WORTHY OF EXPLORING UNKNOWN PLACE” FGI WAS CONDUCTED ON WOMEN IN THEIR 30S WHO TRAVEL OFTEN, AND IT LOOKED AT HOW THEY ENJOY THEMSELVES WHILE TRAVELING. FOR THEM, THE BIGGEST THRILL ON THE ROAD IS AN “EXPLORING AN UNKNOWN PLACE OR THE DISCOVERY OF SOMETHING UNEXPECTED,” REGARDLESS OF WHETHER IT IS FOOD, SCENERY OR MEETING PEOPLE.
  • THE EXECUTION :
    WE UTILIZED THIEIR EYES TO SHOW THE TOWN’S BEST CHARMS. CAT STREET VIEW IS A A GOOGLE STREET VIEW LIKE DIGITAL MAP FROM THE HEIGHT OF 15CM ABOVE THE GROUND. YOU CAN EXPLORE THE TOWN AS IF YOU WERE A CAT. GET INTO SMALL BACKSTREETS, MEET FRIENDS, CLIMB WALLS, JUMP ON TO ROOFS, AND YOU CAN SEE BEAUTIFUL SCENERY ONLY CATS CAN. YOU ALSO RECEIVE TOURISM INFORMATION AS YOU FIND YOUR WAY AROUND.
  • THE RESULT :
    - THE SITE VIEWS REACHED OVER 2MM IN A MONTH. - ITS EXPOSURE VALUE REACHED OVER $8 MILLION. - THE NUMBER OF VISITORS GREW BY OVER 20% FROM THE PREVIOUS YEAR, INCLUDING VISITORS FROM OUTSIDE JAPAN. - THE PREFECTURE’S TOURISM DEPARTMENT IS PLANNING A SECOND VERSION IN TOMONOURA, ANOTHER FAMOUS CAT LOCATION.
  • URL :
    http://hiroshima-welcome-catstreetview.com/
  • URL :
    https://hiroshima-welcome.jp/kanpai/catstreetview/