Title | MIDNIGHT-TEMPTATION ANIME |
Brand | SAGA PREFECTURE |
Product / Service | SAGA-MESHI (LOCAL SAGA SPECIALTIES) |
Category | B01. Social Engagement |
Entrant | DENTSU INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
Media Placement | DENTSU INC. Tokyo, JAPAN |
PR | DENTSU INC. Tokyo, JAPAN |
PR 2 | DENTSU PUBLIC RELATIONS INC. Tokyo, JAPAN |
Production | D2C DOT Tokyo, JAPAN |
Production 2 | XPD INC. Tokyo, JAPAN |
Production 3 | STUDIO KAI INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Iori Anegawa | DENTSU INC. | Creative Director |
Iori Anegawa | DENTSU INC. | Planner |
Kousuke Fukui | DENTSU INC. | Planner |
Anna Tatsuno | PR Consulting Dentsu Inc. | Planner |
Iori Anegawa | DENTSU INC. | Copywriter |
Kousuke Fukui | DENTSU INC. | Copywriter |
Yuki Kumagae | DENTSU INC. | Art Director |
Junya Sato | Freelance | Designer |
Koji Yoshitake | Saga Prefecture | Producer |
Saki Nagao | Saga Prefecture | Producer |
Daisuke Takahashi | D2C dot Inc. | Producer |
Go Yamamoto | D2C dot Inc. | Producer |
Kaori Murata | DENTSU INC. | Account Executive |
Soichiro Furuya | xpd Inc. | Film Producer |
Masaki Kuroda | xpd Inc. | Production Manager |
Tomoya Sugawara | xpd Inc. | Production Manager |
Yohei Ishida | Freelance | Director |
Ryotaro Nishi | xpd Inc. | Director |
Ryotaro Nishi | xpd Inc. | Videographer |
Soichiro Furuya | xpd Inc. | Videographer |
Takashi Saeki | Digital Session | Editor |
Kenya Suzuki | Digital Garden | Editor |
Hiroshi Nitasaka | KRC | Recording |
Yuki Fukuda | KRC | Recording |
Toru Kitajo | IMAGICA | Mix |
Kousuke Kobayashi | Arquebuse | SE |
Satoru Fujimoto | Studio KAI Inc. | Animation Director |
Ikuko Ito | Freelance | Key Animation |
Asuna Kinoshita | Studio KAI Inc. | in-between animation inspection |
Eri Suzuki | Studio KAI Inc. | Color Design |
Kenichi Tajiri | MUKUO STUDIO Co., Ltd. | Background Artist |
Natsuko Komatsu | MUKUO STUDIO Co., Ltd. | Background Artist |
Kumiko Taniguchi | TEAM-TANIGUCHI.LLP | SFX |
Ayumi Arahata | TEAM-TANIGUCHI.LLP | SFX |
Takuya Kumazawa | chiptune | Compositing |
Shogo Higami | chiptune | Compositing |
Hiroe Ajiki | A3 Co., Ltd | Casting |
Anna Tatsuno | PR Consulting Dentsu Inc. | PR Planner |
Yuichi Yamane | PR Consulting Dentsu Inc. | PR Planner |
Rina Furukawa | PR Consulting Dentsu Inc. | PR Planner |
Akihiro Fukaya | PR Consulting Dentsu Inc. | PR Director |
Satoshi Shinjin | PR Consulting Dentsu Inc. | PR Director |
Yuki Watanabe | PR Consulting Dentsu Inc. | PR Promoter |
Kanoko Kimura | PR Consulting Dentsu Inc. | PR Promoter |
Go Yamamoto | D2C dot Inc. | PR Movie Producer |
Kenta Niijima | AiseeD International Inc. | PR Movie Director |
Shogo Masuda | Freelance | PR Movie Editor |
Takeshi Akiba | Freelance | PR Movie Videographer |
Go Yamamoto | D2C dot Inc. | PR Event Producer |
Kenta Niijima | AiseeD International Inc. | PR Event Director |
Minako Hata | D2C dot Inc. | Web / SNS Director |
Takuya Ichimura | D2C dot Inc. | Web / SNS Director |
Atsushi Matsushita | D2C dot Inc. | Front-End Engineer |
Chika Miura | D2C dot Inc. | Front-End Engineer |
• Social media postings and information disseminated by news media and other third parties enhanced the appeal of Saga-meshi (local Saga specialties) and led to purchase via e-commerce site. • Beyond short-term revenue increase, the communication was designed from a PR perspective to create long-term fans of Saga-meshi specialties. • In addition to support from the Saga Prefectural government, the campaign involved local food and beverage outlets and tourist destinations in an integrated public/private initiative.
Tourism to Saga Prefecture declined significantly during the pandemic. Though many delicious local products were approaching the seasonal peak of flavor, people could not find opportunities to consume and revenues were shrinking. Because travel restrictions made it difficult to create opportunities for face-to-face sales, we needed to encourage consumers around Japan to visit the e-commerce website and purchase local specialties on-line. Amidst food-related PR campaigns conducted by various local governments and corporations, we aimed to draw attention to Saga Prefecture’s delicious “Saga-meshi” (local Saga specialties) and encourage people from all over Japan to “spontaneously hunger for Saga specialties.”
We focused on animation techniques that could depict Japanese ingredients and specialties in a delicious way. Aiming for 23:00, a time that’s often associated with hunger pangs, we assembled a highly acclaimed crew including voice actor Mamoru Miyano to produce a series of high-impact super-short Saga-meshi anime films that were posted to Twitter 10 nights in a row. The short anime films focused on Saga-meshi specialties that were coming into season and directed viewers to an e-commerce site where products could be purchased. In addition to the super-short anime films, the Twitter account featured trailers, audio to arouse people’s appetites, and other food-related content. Encouraging late-night hunger pangs via Twitter successfully fueled on-line impulse purchases.
With straightforward promotion of local food products and tourism difficult under the pandemic, we aimed for millennial and generation Z targets who receive much of their information from SNS. Twitter, known for high affinity among the target generations, was positioned as the main communication platform. Due to the large number of fans among the target, we maximized anime and voice character content to produce high-impact “Saga-meshi anime” films. Among Twitter users, posting films of delicious-looking meals that fuel hunger pangs on time lines during late night time periods has become known as “food porn.” We focused on this “food porn” phenomenon and set our animated films for 23:00 release to stimulate our targets’ late night appetites. We also prepared links to an e-commerce site to encourage “impulse purchase” triggered by late-night hunger.
Based on the message “because seasonality can’t be extended,” we created anime films mainly featuring Saga-meshi specialties made with ingredients approaching the peak of seasonal flavor. Produced by a highly acclaimed crew including voice actor Mamoru Miyano, a series of high-impact super-short “Saga-meshi anime” films were posted to Twitter 10 nights in a row, aiming for the 23:00 time zone of hunger pangs and leading viewers to an e-commerce site where products could be purchased. In addition to the super-short anime films, the Twitter account featured trailers, audio to arouse people’s appetites, and other food-related content, entertaining viewers, stimulating their appetites, and encouraging them to visit the e-commerce site.
Tier1:Media Outputs Earning coverage on 19 TV programs and 436 websites, the campaign successfully generated a buzz, triggered by anime fans who were excited by the “way too delicious anime films.” Tier2:Target Audience Outcomes Anime films were played approx. 2 million times and generated approx. 21,500,000 impressions. Supermarkets in Tokyo inquired about mentioning our “Midnight Temptation Anime” in leaflets publicizing Saga Prefecture promotions and the Hong Kong office of the Japan National Tourist Organization asked to introduce the campaign on their Facebook page, indicating third-party dissemination of campaign information, even in overseas markets. Tier3:Business Outcomes Sales from the Saga Prefecture website (food products featured in the anime films) increased 130% from the previous month, and the site registered approximately 40,000 clicks. Several SNS posts mentioned, “I ordered some for myself.” In an April 2021 survey, Saga Prefecture was ranked No. 8 among Japan’s 47 prefectures for destinations chosen for local cuisine and food products (placed out of the top 10 in previous survey).
Website URL | Social Media URL