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  • SUB CATEGORY :
    USE OF SPORTS
  • COMPANY ENTERING :
    FACT, TOKYO
  • TITLE :
    PILLOWS ARE FOR FIGHTING
  • BRAND :
    CITY PROMOTION (PILLOW FIGHT)
  • ADVERTISER :
    ITO CITY
  • AGENCY :
    FACT, TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    MASATO MITSUDERA
  • CREATIVE DIRECTOR :
    YASUO MATSUBARA
  • COPYWRITER :
    MASATO MITSUDERA/KOSUKE SAWABE
  • ART DIRECTOR :
    YASUO MATSUBARA
  • PR AGENCY :
    FACT, TOKYO
  • PR DIRECTOR :
    YURIKA HOTTA
  • FILM PRODUCTION COMPANY :
    TYO MONSTER, TOKYO
  • DIRECTOR :
    YUTA SHIMOTSU/GANGIS SASAKI
  • EXECUTIVE PRODUCER :
    MASAO OMOKAWA
  • PRODUCTION MANAGER :
    HINAKO ARIHUKU
  • PHOTOGRAPHER :
    AKINORI ITO (AOSORA)
  • DESIGNER :
    TORU OGANE (G.TOKYO)
  • CAMPAIGN SUMMARY :
    IT WAS BORN IN ITO CITY, A HOT SPRING RESORT, BUT IT WAS SUBLIMATED INTO A SMALL EVENT CALLED MAKURANAGE -PILLOW FIGHTING THAT HAS NOT RECEIVED MUCH ATTENTION AS CONTENT THAT ATTRACTS PEOPLE. WE CHANGED THE CONCEPT AS A SPORT THAT PEOPLE ARE ABSORBED IN, NOT JUST PLAY, AND CREATED AN IMAGE THAT ATTRACTS PEOPLE.
    THIS BRAND ACTIVITY IS CONSTANTLY EVOLVING AND ATTRACTING MANY PEOPLE.
  • THE BRIEF :
    JAPAN, A COUNTRY OF HOT SPRINGS. BECAUSE OF THE POPULARITY AMONG INBOUND TOURISTS, COMPETITION FOR HOT SPRING TOWNS HAS BEEN INCREASING NATIONWIDE, MAKING IT DIFFICULT TO RAISE AWARENESS WITHOUT LARGE AD BUDGETS OR NEWSWORTHINESS.
    ITO ONSEN IS LOCATED ON THE IZU PENINSULA, ONE OF THE MAIN HOT SPRING AREAS IN JAPAN. THE CITY OF ITO DECIDED TO ATTRACT VISITORS THROUGH A COMPLETELY DIFFERENT PR APPROACH FROM OTHER POPULAR HOT SPRINGS.
  • THE STRATEGY :
    TO GIVE UNIQUE VALUE TO THE CITY OF ITO, WE FOCUSED ON A SMALL EVENT CALLED MAKURANAGE - PILLOW FIGHTING. WHEN WE WERE CHILDREN, EVERYONE PLAYED PILLOW FIGHTING AT ONSEN INNS OR STAYOVERS. THE MAKURANAGE GAMES ORIGINATED IN ITO-CITY.
    WE POSITIONED THIS EVENT AS A SPORT, AND CHANGED PEOPLE’S MINDSET TOWARD PILLOW FIGHTING TO RENEW THE IMAGE OF THE CITY.
  • THE EXECUTION :
    MAKURANAGE. THE SIX UNIQUE RULES AS A SPORT WERE VISUALIZED AND HUNG AROUND THE VENUES, STATIONS AND AS OOH IN THE CITY.
    IN ADDITION, AN ORIGINAL WEBSITE WAS BUILT WITH VIDEOS TO SPREAD PILLOW FIGHTING NATIONWIDE AND RECRUIT PLAYERS. ALSO, A SERVICE WAS STARTED TO ALLOW TEAMS TO MAKE OFFICIAL YUKATA UNIFORMS WITH ORIGINAL DESIGN.
  • THE RESULT :
    THIS INNOVATIVE PROMOTION FOR A HOT SPRING RESORT, ITO, GENERATED BUZZ AND BROUGHT MANY VISITORS TO THE CITY. ・$110,000 INVESTMENT ・$2.4M WORTH OF MEDIA IMPRESSIONS ・160% INCREASE OF INQUIRIES ON EVENT ・OVER 5,000 PILLOW FIGHTERS A YEAR
    ・10% INCREASE OF VISITORS TO ITO-CITY ・CITY APPEAL RANKING IN 2018, BELOW 100TH → IN 2019, ROSE TO 77TH