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SUB CATEGORY :
USE OF TALENT & INFLUENCER
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ENTRANT COMPANY :
AQUASTAR CO., LTD., OSAKA
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TITLE :
GODZILLA TWIN SAGA
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BRAND :
SAGA PREFECTURE
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ADVERTISER :
SAGA PREFECTURE
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AGENCY :
ADK MARKETING SOLUTIONS INC./
ADK CREATIVE ONE INC., TOKYO
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CREATIVE DIRECTOR :
FUNABIKI YUHEI
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ART DIRECTOR :
NIJIMA KANICHI (AQUA STAR)
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COPYWRITER :
FUNABIKI YUHEI
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PRODUCER :
SEGATA TOSHIHIRO (AQUA STAR)
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DESIGNER :
NIJIMA KANICHI (AQUA STAR)
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REVERSE GRAFFITI :
KAERCHER
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ILLUSTRATOR :
HAYASHI RYOUHEI (AQUA STAR)
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CORDER :
HOSOMI YOKO (AQUA STAR)
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ACCOUNT DIRECTOR :
SKANO AKIHIKO
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ACCOUNT MANAGER :
NAKATSUBATA TAKAYUKI
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ACCOUNT EXECUTIVE :
OGINO TAKAFUMI/YAMADA SHUHEI/
YOSHIMURA HAYATO/TANAKA HANA
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MARKETING COMMUNICATION DIRECTOR :
KANASE YUYA
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PLANNER :
KANASE YUYA/OKADA NAOAKI
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WEB DIRECTOR :
NISHIDA TAKUMI (AQUA STAR)
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PR AGENCY :
MATERIAL INC., TOKYO
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PR DIRECTOR :
UEMOTO CHIHARU
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PR MANAGER :
YOSHIOKA MAYUKO
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MEDIA RELATIONS :
MURAYAMA TOMOYA
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INFLUENCER RELATIONS :
SAITO CHIHIRO (ADK EMOTIONS INC.)
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FILM PRODUCTION COMPANY :
ADK CREATIVE ONE INC., TOKYO
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FILM PRODUCER :
KANO HIROKI/IWAMOTO TAKAHIRO
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PRODUCTION MANAGER :
ICHINOSE YUTA
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POST-PRODUCTION COMPANY :
ADK CREATIVE ONE INC., TOKYO
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EDITOR :
URUI KAZUMASA
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MIXER :
ONISHI YOHEI (SOUNDS U)
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CAMPAIGN SUMMARY :
Saga is a small prefecture in the Kyushu region of Japan.
Despite being home to numerous attractions including historical heritage, gourmet food, hot springs, and ceramics, its presence is rather weak compared to other big cities and tourist destinations, and its appeal is not fully conveyed even within Japan.
We discovered that if you rotate a map of Saga 90 degrees, its shape is almost the same as that of Godzilla, the world-famous superstar giant monster from Japan.
Therefore, Godzilla was appointed as the world’s first “shape tourism” ambassador for Saga Prefecture, and a tourism campaign was conducted to promote Saga's attractions using him.
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CREATIVITY/IDEA/INSIGHT :
We discovered that if you rotate a map of Saga 90 degrees, its shape is almost the same as that of Godzilla, the world-famous superstar giant monster from Japan.
Coinciding with Godzilla’s 70th anniversary, we appointed Godzilla as the world’s first “shape tourism” ambassador for Saga Prefecture. We had Godzilla fulfilling the role of shape tourism ambassador by going on a rampage through Saga, showcasing its appeal in the process.
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STRATEGY :
By uniquely connecting Saga Prefecture and Godzilla in a way that only Saga can, we aim to generate buzz across numerous media and social networks, thereby sparking interest in the prefecture itself.
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EXECUTION :
To promote Saga's attractions, Godzilla, as the Shape Tourism Ambassador for Saga Prefecture, undertook various official duties across Japan:
・Original poster
・PR presentation
・Video
・Sustainable art in collaboration with Karcher, a high-pressure washer manufacturer, creating a giant Godzilla by cleaning rather than painting at Iwaya-Kawauchi Dam
・An installation at the observation hall of the Saga Prefectural Office, where Godzilla peeks in from outside
・A digital stamp rally touring various tourist spots in Saga
・Greetings at one of Asia's largest hot air balloon events
・Outdoor advertisements
・Newspaper advertisements
・Vision advertisements
・Sales of original collaboration merchandise
・Distribution of ice cream in collaboration with local companies
・Distribution of original puzzles crafted by artisans
・Distribution of original desk mats to local elementary schools
・Photo spots at stations within Saga Prefecture
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RESULT :
・Advertising value equivalency of media exposure:＄6.1 million
・Social media (X) reach:45,331,545
・Iwayagawauchi Dam: Number of visitors:18,507 (424 times higher than the previous year)
・Saga Prefectural Office Observation Hall: Number of visitors:21,454
Additionally, some residents even created original goods by rotating the map of Saga Prefecture 90 degrees, leading to spontaneous actions from the community and fostering civic pride.
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URL :
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USERNAME :
test
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PASSWORD :
test
