SALUTE TRAINER

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TitleSALUTE TRAINER
BrandJAPAN MARITIME SELF DEFENSE FORCES
Product / ServiceFORCE RECRUITMENT
CategoryA04. Direct Response Digital Media
EntrantHAKUHODO Tokyo, JAPAN
Entrant Company:HAKUHODO Tokyo, JAPAN
DM/Advertising Agency:HAKUHODO Tokyo, JAPAN

Credits

Name Company Position
Kenta Ikoma HAKUHODO Creative Director/Copywriter
Shota Hatanaka HAKUHODO Creative Director/Planner
Junichi Kurata HAKUHODO Art Director/Designer
Takeshi Muro HAKUHODO PR planner
Hirofumi Nobuta HAKUHODO PRODUCTS Agency Producer/Producer
Hisako Sudo HAKUHODO PRODUCTS Photographic Producer
Toru Suzuki Producer
Waki Rokutan HAKUHODO PRODUCTS Director
Hayato Arakawa HAKUHODO PRODUCTS Production Manager
Takahiro Kojima HAKUHODO PRODUCTS DOP
Tomohiro Oguchi HAKUHODO PRODUCTS Production Manager
Hiroki Oguri HAKUHODO PRODUCTS Photographer/2nd Camera Operator
Hiroyasu Sakaguchi LUCE Gaffer
Ryusuke Fukushima HAKUHODO PRODUCTS Editor
Yukako Nomura HAKUHODO PRODUCTS Assistant Director
Hideyuki Aida IDATEN Programmer
Satoru Higa Programmer
Yosuke Mochizuki Photo Retoucher
JONATHAN HINTON TK DIGITAL Narrator
Tatsuya Yoshio OZMA PR PR planner
Koshiro Nomura OZMA PR PR planner

The Brief

The Japan Maritime Self-Defense Forces is an organization which defends human life and sustains peace in Japan. Due to this fateful mission, hard inner discipline is expected of Self-Defense Forces officers. However, attitudes among the younger generation have drastically changed and applicants have been on the decline. Our challenge was to increase the number of applicants by creating a new connection with the young.

Creative Execution

A “Salute” is a very important action that expresses inner discipline in the military forces. Those who salute straighten their back and focus their mind. And also, a Salute is a familiar gesture to the civilian public. So we thought that a Salute is an element that links the JMSDF and the youger generation. Through playing the application with fun, young people train their inner discipline which is an essential element for a Self-Defense Forces officer. We delivered the spirit of the JMSDF directly to our target by using a familiar device.

Describe the creative solution to the brief/objective.

We created a mobile training application,SALUTE TRAINER. SALUTE TRAINER allows people to practice a “Salute” of Self-Defense Forces officers. We took accurate measurements from the perfect salute and programmed the results into the SALUTE TRAINER. Not only does SALUTE TRAINER teach users the perfect salute, but those who achieved excellent results received an e-mail containing an enrollment form, and even awards directly from self-defense officials. So in fact, SALUTE TRAINER was a “Stealth Recruitment Project”. In addition, we held saluting events at military bases nationwide and produced original goods to support salute training, and word of SALUTE TRAINER spread widely.

Results

・100,000 people participated in salute training. In total, 3 million salutes were performed across the country. ・it generated over $3 million worth of free publicity with 0 media costs. ・It was ranked the No.1 application in the iTunes Apps Store. ・As a result, JMSDF applicants reached 113% compared to the previous year. But most of all, SALUTE TRAINER succeeded in passing the spirit of the JMSDF to the younger generation.