Title | SALUTE TRAINER |
Brand | JAPAN MARITIME SELF-DEFENSE FORCES |
Product / Service | FORCE RECRUITMENT |
Category | A06. Best Use of Digital Media in a Promotional Campaign |
Entrant | HAKUHODO Tokyo, JAPAN |
Entrant Company: | HAKUHODO Tokyo, JAPAN |
Sales Promotion/Advertising Agency: | HAKUHODO Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kenta Ikoma | HAKUHODO | Creative Director/Corywriter |
Shota Hatanaka | HAKUHODO | Creative Director/Planner |
Junichi Kurata | HAKUHODO | Art Director/Designer |
Takeshi Muro | HAKUHODO | PR planner |
Hirofumi Nobuta | HAKUHODO PRODUCT'S | Agency Producer/Producer |
Hisako Sudo | HAKUHODO PRODUCT'S | Photographic Producer |
Toru Suzuki | Producer | |
Waki Rokutan | HAKUHODO PRODUCT'S | Director |
Hayato Arakawa | HAKUHODO PRODUCT'S | Production Manager |
Takahiro Kojima | HAKUHODO PRODUCT'S | DOP |
Tomohiro Oguchi | HAKUHODO PRODUCT'S | Production Manager |
Hiroki Oguri | HAKUHODO PRODUCT'S | Photographer/2nd Camera Operator |
Hiroyasu Sakaguchi | LUCE | Gaffer |
Ryusuke Fukushima | HAKUHODO PRODUCT'S | Editor |
Yukako Nomura | HAKUHODO PRODUCT'S | Assistant Dorector |
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 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.
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 JMSDF to the younger generation.
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 to our target by using a familiar device.