|
-
SUB CATEGORY :
BEST USE OF EVENTS
-
COMPANY ENTERING :
DENTSU INC., TOKYO
-
TITLE :
DEPARTMENT OF SIMCITY BUILDIT
-
BRAND :
SIMCITY BUILDIT
-
ADVERTISER :
ELECTRONIC ARTS K.K.
-
AGENCY :
DENTSU INC., TOKYO
-
EXECUTIVE CREATIVE DIRECTOR :
YASUHARU SASAKI
-
CREATIVE DIRECTOR :
AKIRA SUZUKI
-
COPYWRITER :
KENTA ISOBE/KOYU NUMATA
-
ART DIRECTOR :
YUSUKE KOYANAGI/TAKAHIRO ONISHI
-
ACCOUNT EXECUTIVE :
HIROSHI KIKUI/MASAO OKADA/MAKO NAKAMURA
-
MEDIA AGENCY :
DENTSU INC., TOKYO
-
MEDIA PLANNING DIRECTOR :
AKIRA SUZUKI
-
MEDIA PLANNER :
KENTA ISOBE
-
FILM PRODUCTION COMPANY :
HANABI-YA, MIYAZAKI
-
DIRECTOR :
KIICHI TOYAMA
-
FILM PRODUCER :
KIICHI TOYAMA
-
PRODUCTION MANAGER :
KANA NUKUMIZU
-
THE BRIEF :
KOBAYASHI CITY IN MIYAZAKI PREFECTURE JAPAN IS A SMALL CITY, BUT IT HAS HUGE PROBLEMS. KOBAYASHI CITY WAS DESIGNATED AS A "CITY AT RISK OF DISAPPEARING" IN 2014 BY THE JAPAN POLICY COUNCIL'S DEPOPULATION PROBLEM SUBCOMMITTEE. OVERALL, MIYAZAKI PREFECTURE LEADS ALL OTHER 47 PREFECTURES ACROSS JAPAN IN TERMS OF 2016 AND 2017 HIGH SCHOOL GRADUATE OUTFLOW RATES, MAKING EFFORTS TO STEM THE OUTFLOW OF PEOPLE FROM KOBAYASHI CITY AND MIYAZAKI PREFECTURE A SERIOUS ISSUE. TO INCULCATE AN INTEREST IN CITY PLANNING AMONG THE YOUNGER GENERATION, BRAND NEW SOLUTION WAS NEEDED.
-
THE STRATEGY :
WE ESTABLISHED “DEPARTMENT OF SIMCITY BUILDIT” IN KOBAYASHI CITY MIYAZAKI PREFECTURE AS A TOTALLY NEW REGIONAL CREATION PROJECT. THE DEPARTMENT IS AN INITIATIVE APPROVED BY THE MAYOR AIMED AT CREATING A NEW CITY USING SIMCITY BUILDIT TO FACILITATE DISCUSSIONS ABOUT AN IDEAL CITY.COMPREHENDING AND ENVISIONING PLANS FOR URBAN DEVELOPMENT THROUGH CONVENTIONAL DOCUMENTATION IS A DIFFICULT TASK. THE VISUALIZATION ENJOYED IN POPULAR VIDEO GAMES IS, WELL, GAME CHANGING. IT ALLOWS EVERYONE TO JOIN IN THE DISCUSSION AND PLANNING PROCESS.THE DEPARTMENT IS A VIRTUAL ORGANIZATION THAT ENCOURAGES YOUNGER GENERATIONS TO THINK ABOUT CITY PLANNING.
-
THE EXECUTION :
THE DEPARTMENT IS STAFFED BY CITY EMPLOYEES AND STUDENTS FROM KOBAYASHISHUHO HIGH SCHOOL.THE CITY PLANNING MEETING BEGAN IN LATE SEPTEMBER, AND OVER THE COURSE OF APPROXIMATELY TWO MONTHS, EACH STUDENTS CREATED THEIR IDEAL CITY. BY ENCOUNTERING ISSUES ARISING IN THE CITIES THEY CREATED AND EXPLORING WAYS OF RESOLVING THEM, THEY LEARNED ABOUT THE ENJOYMENT AND SIGNIFICANCE OF PARTICIPATING IN CITY PLANNING. THE DEPARTMENT IS PLANNING A VARIETY OF FUTURE ACTIVITIES. ACTIVITY REPORTS ARE UPDATED AS NECESSARY ON THE WEBSITE AND ACTIVITIES BRIEFING IS PLANNED FOR MID-DECEMBER WHERE KOBAYASHI CITY EMPLOYEES AND RESIDENTS WILL PRESENT THEIR FUTURE VISIONS FOR THE CITY.
-
THE RESULT :
・ADVERTISING EXPENDITURES IN TERMS OF THE AMOUNT WAS ABOUT 300 MILLIONS. ・350+ MEDIA EXPOSURE ・250M MEDIA IMPRESSION THE PROPOSED IDEAS FOR URBAN PLANNING BY THE SIMCITY DEPARTMENT WERE APPROVED, AND CLOUD FUNDING IN SUPPORT OF IMPLEMENTATION WILL START IN JUNE 2019.A PLAN CREATED BY HIGH SCHOOL YOUTHS USING A VIRTUAL GAME IS CHANGING THE REAL WORLD.ON TOP OF THIS SUCCESS, OTHER GOVERNMENTS HAVE STARTED SHOWING INTEREST, AND KARIYA CITY IN AICHI PREFECTURE IS PLANNING ON ESTABLISHING A SIMCITY DEPARTMENT IN 2019. * FOR PERSONAL INFORMATION PROTECTION, WE HAVE CHANGED THE ACCOUNT NAMES OF TWITTER IN CASE-FILM TO FICTITIOUS NAME.
|
|