|Brand||JAPAN MARITIME SELF DEFENSE FORCES|
|Product / Service||FORCE RECRUITMENT|
|Category||A04. Direct Response Digital Media|
|Entrant||HAKUHODO Tokyo, JAPAN|
|Entrant Company:||HAKUHODO Tokyo, JAPAN|
|DM/Advertising Agency:||HAKUHODO Tokyo, JAPAN|
|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|
|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|
|Ryusuke Fukushima||HAKUHODO PRODUCTS||Editor|
|Yukako Nomura||HAKUHODO PRODUCTS||Assistant Director|
|Yosuke Mochizuki||Photo Retoucher|
|JONATHAN HINTON||TK DIGITAL||Narrator|
|Tatsuya Yoshio||OZMA PR||PR planner|
|Koshiro Nomura||OZMA PR||PR planner|
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.
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.
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.
・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.