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  • SUB CATEGORY :
    DIRECT CAMPAIGN FOR RETENTION/LOYALTY
  • COMPANY ENTERING :
    HAKUHODO KETTLE INC., TOKYO
  • TITLE :
    RED RESTAURANTS LIST
  • BRAND :
    TAKASAKI CITY
  • ADVERTISER :
    TAKASAKI CITY
  • AGENCY :
    HAKUHODO KETTLE INC., TOKYO
  • CREATIVE DIRECTOR :
    SHOTA HATANAKA
  • COPYWRITER :
    RYO SURUGA
  • ART DIRECTOR :
    YUHEI ITO
  • ACCOUNT EXECUTIVE :
    HIROMI SUWABE
  • PLANNER :
    KENTARO MURAISHI
  • PR DIRECTOR :
    HISATAKA TAKENAKA
  • PR PLANNER :
    SAYAKA ASAHI/NAOKI TAKAHASHI/MOMOKO ISHIDA
  • AGENCY PRODUCER :
    MASANOBU HINO
  • PHOTOGRAPHER :
    YUJI IMAI
  • WRITER :
    GEN TANAKA/KURUMI TASHIRO/KON INOUE/MAKI FUNABASHI/DAI YOSHIDA
  • MEDIA AGENCY :
    HAKUHODO DY MEDIA PARTNERS, TOKYO
  • MEDIA PLANNER :
    YUKO INADA/SAKI IWAMOTO/SHUNTA TADA
  • EXECUTIVE STORYTELLER :
    WATARU SEKI
  • STORYTELLER :
    RYO TOBITA
  • DIRECTOR :
    TOMOYA KUGE
  • CINEMATOGRAPHER :
    SHINGO IKEURA
  • FILM PRODUCER :
    GO TANABE/TOSHIYUKI TAKEI
  • EDITOR :
    TOMOYA KUGE/TAKAHITO IJUIN
  • WEB DESIGNER :
    YUTA NOJIRI
  • WEB DIRECTOR :
    TAKASHI AOKI
  • WEB PRODUCER :
    NOBUTOSHI KAWASHIMA
  • WEB ASSISTANT PRODUCER :
    TAKUMA UCHIDA
  • MIXER :
    SAORI MANNEN
  • MUSIC COMPOSER :
    TSUNEMATSU MATSUI
  • PHOTOGRAPHER :
    YUJI IMAI
  • RETOUCHER :
    TEPPEI NEZU
  • DESIGNER :
    NORIYOSHI KAIZU
  • BOOK EDITOR :
    TAKAHITO IJUIN
  • BOOK DESIGNER :
    SHINGO HINOKIMOTO
  • BOOK WRITER :
    GEN TANAKA/MAKI FUNABASHI
  • THE BRIEF :
    JAPAN, AN AGING NATION. THE EFFECTS OF AGING IMPACTS THE FOOD INDUSTRY, INCREASING THE AVERAGE AGE OF OWNERS(61.19 YEARS OLD). THE NUMBER OF PRIVATE RESTAURANTS IS STEADILY DECLINING. TAKASAKI, A LOCAL CITY IN JAPAN, IS ALSO AFFECTED. AMID THE RECEDING CUSTOMER AND LACK OF SUCCESSORS, OUR CHALLENGE WAS TO SAVE THE OLD RESTAURANTS IN THIS TOWN.
  • THE STRATEGY :
    WHEN PEOPLE HEAR ABOUT THE FACT THAT THE “GOOD OLD RESTAURANTS” ARE CLOSING DOWN, THEY RUSH TO EAT AT THE STORE AND THE MEDIA PICKS THAT UP. SO WE DESIGNATED THESE OLD PRIVATE RESTAURANTS THAT MIGHT DISAPPEAR IN THE FUTURE AS “VALUABLE, SCARCE RESTAURANTS THAT PEOPLE SHOULD GO TO RIGHT NOW.”
    THIS IS HOW WE CREATED A NEW GOURMET RATING GUIDE SIMILAR TO
    THE MICHELIN GUIDE. IN ORDER FOR US TO TAKE THIS GUIDE AND EFFECTIVELY REACH VARIOUS TARGETS, THE GUIDE EXPANDED INTO
    A WEBSITE, BOOK, AND EVEN TELEVISION PROGRAM.
  • THE EXECUTION & CRAFT :
    WE CREATED THE WORLD’S FIRST GOURMET GUIDE, RED RESTAURANTS LIST THAT CONSERVES “ENDANGERED RESTAURANTS.” THE CONDITIONS TO BE SELECTED FOR THIS, THE OWNER HAS TO BE OLD,
    THE RESTAURANT HAS TO BE WORN-OUT, AND HAVE NO SUCCESSOR.
    THE FOOD HAS TO BE SO GOOD THAT WE WANT TO KEEP IT ALIVE.
    WE INTRODUCED THESE RESTAURANTS AS “VALUABLE RESTAURANTS THAT PEOPLE SHOULD EAT AT AND PRESERVE” THROUGH GOURMET WEBSITE, BOOK, AND THROUGH NATIONAL TELEVISION PROGRAM. FURTHERMORE, IN ORDER TO PRESERVE THE TASTE FOR FUTURE GENERATIONS, RECRUITMENT ADS WERE POSTED TO FIND SUCCESSORS TO PROTECT THE DIMINISHING RESTAURANTS IN THE CITY.
  • THE RESULT :
    THE UNIQUE RESTAURANT GUIDE POPULARIZED THE RURAL TOWN.
    AS THE RESULT, THIS CAMPAIGN BROUGHT HUGE ECONOMIC EFFECT TO THIS TOWN. - VISITORS TO THE CITY ＋400,000 COMPARED WITH LAST YEAR - RESTAURANTS SALES 30% INCREASE FROM THE AVERAGE - ECONOMIC EFFECT ON THE CITY $5 MILLION - PUBLICITY EXPOSURE $15 MILLION - TRENDING TOPIC ON TWITTER, GOOGLE AND YAHOO! IN JAPAN - MENTIONS OF THE CITY 1200% INCREASE COMPARED WITH LAST YEAR FURTHERMORE MULTIPLE RESTAURANTS FOUND SUCCESSORS. THE RED RESTAURANTS LIST SPREAD TO OTHER PREFECTURES, AS WELL.
    THE CONSERVATION ACTIVITY IS NOW IN ACTION ACROSS THE COUNTRY.