ECLIPSE LIVE FROM FUJIYAMA

Bronze Spike
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ClientPANASONIC
ProductSOLAR ENERGY SOLUTIONS
EntrantDENTSU Tokyo, JAPAN
Type of EntryPR: Sectors & Services
CategoryB02. Consumer Services
TitleECLIPSE LIVE FROM FUJIYAMA
Product/ServiceSOLAR ENERGY SOLUTIONS
Entrant Company:DENTSU Tokyo, JAPAN
PR/Advertising Agency:DENTSU Tokyo, JAPAN
2nd PR/Advertising Agency:PROJECTOR Tokyo, JAPAN

The Campaign

"Challenge In 2012, Panasonic, one of Japan’s leading companies, is reinforcing their business by focusing on environment-friendly-products.The challenge was to increase awareness of Panasonic's solar energy solutions for their reconstruction from Japan to all over the world. Objectives The annular solar eclipse was to be seen over the Japanese archipelago for the first time in 25 years. We broadcasted this significant event from the summit of Mt. Fuji, one of the symbols of Japan, for the whole world to see. Strategy All of the power for the broadcasting was generated only by solar energy to promote Panasonic's solar energy solutions. Execution The day before the eclipse, a climbing expedition carried those batteries charged at the 5th station and other equipment to the summit. The attempt was to film the moment of the history only by solar energy.A week before the annular solar eclipse, we'd set up a remote base camp for the live broadcasting at the 5th station of Mt. Fuji with a solar energy system for generating all the required energy for the live broadcasting. Outcome Due to bad weather, there was no broadcasting of ECLIPSE LIVE FROM FUJIYAMA, however, we were able to bring "Filming the sun, using the sun." all over the world. The live broadcasting attracted approximately 500,000 viewers from 75 countries at the special website. With the exposure through various media both domestically and abroad, such as all TV networks in Japan, and posts on Reuters and CNN websites, the advertisement value equivalency exceeded 13,000,000USD."

The Brief

The goal was to increase awareness of Panasonic's solar energy solutions from Japan to all over the world, which had scarcely any promotion approached to cosumers before.

Results

The live broadcasting had successfully reported the annular solar eclipse with only the solar energy. It was conducted on a website that attracted approximately 500,000 viewers in 75 countries around the world. Not only did all of the TV networks in Japan covered Panasonic's activities, but so did overseas media such as Reuters and CNN, creating a an advertising revenue equivalent to over 13,000,000USD. There was more than 6,500,000USD of publicity both home and abroad. Furthermore, thanks to the results that far exceeded the initial expectation and positioned itself apart from the rest with this event that no other had tried, the solar energy system used for this event is scheduled to be implemented for campaign series "Filming the sun, using the sun."

Execution

The annular solar eclipse was to be seen over the Japanese archipelago for the first time in hundred years, and we broadcasted from the summit of Mt. Fuji, one of the symbols of Japan, for the whole world to see. The preparation for the broadcasting had been introduced on the microsites, mobile websites, and SNS pages from April, and offered users the opportunity to be a part of the broadcasting staff. A week before the annular solar eclipse, we had set up a base camp for the broadcasting at the 5th station of Mt. Fuji with a solar energy system for generating and all the required energy for the live broadcasting. The day before the annular solar eclipse, a climbing expedition carried batteries charged at the 5th station and the other required equipments. The live broadcasting of the annular solar eclipse was conducted with only solar energy.

The Situation

In 2012 Panasonic, one of the leading company in Japan, suffered its highest definit in history. The challenge was to increase awareness of Panasonic's solar energy solutions worldwide as the key to its reviva, which is a brand image shift from a brand of "electronics manufacturer" to "solar energy generator."

The Strategy

The annular solar eclipse was to be seen over the Japanese archipelago for the first time in hundred years, and we broadcasted with only solar energy from the summit of Mt. Fuji, one of the symbols of Japan, for the whole world to see. Since this annular solar eclipse is a very rare global phenomenon, we saught the opportunity to be picked up by various media by establishing our plan as a show program project of live broadcasting the annular solar eclipse from the summit of Mt. Fuji, 3,776 meter high, where it will be able to see the most beautiful annular solar eclipse. This project started 2 months before any other media started to pick up. This is because media stations arrange their topics monthly, especially in Japan, so it was necessary for the media to pick up this project.

Credits

Name Company Position
Reietsu Hashimoto/Daima Kawamura Dentsu/Projector Creative Director
Reietsu Hashimoto Dentsu Copywriter
Yu-ki Sakurai Metamosphere Art Director
Yu-ki Sakurai Metamosphere Designer
Yoshikazu Nagashima Dentsu Agency Producer
Masahiro Higashi Dentsu Account Supervisor
Keita Kado/Gen Ishizawa Dentsu Account Manager
Yasunori Shioda/Kota Sakuraba/Naganobu Asano AOI Pro./Crouka Production Producer
Chiaki Shimizu/Hideka Suzuki/Junya Tsutsumi/Kazuya Kamaki AOI Pro./Crouka Production Management
Yoshikazu Nagashima Dentsu Planner
Shingo Hiraoka/Mizuki Nakamura Dentsu Planning Supervisor
Ryuichi Shimokawa/Masayoshi Sekine Photographer
Kei Ohta AOI Pro. Film Director
Harumi Tokita/Mitsuharu Tanida/Kosuke Hiramatsu/Takeshi Hosokawa/Atsushi Shiozaw EAT/TAKENAKA/University of Tsukuba/Ustream Asia Technical Director
Minoru Sako Flash Developer
Yutaka Fukuoka Sound
Hisao Tsugita Panasonic Corporation Client Supervisor
Naoto Abe/Noriaki Okamura /Kazuya Abe/Ichiro Shimura Stage/Ossy/HINATA Programmer
Kinji Kayanuma/Ryo Tatesawa Zizi/Digital Garden Editor
Yoichi Inada Illustrator
Tsuyoshi Hirooka Tsuyoshi Hirooka Design Illustrator
Takafumi Tatsuno EAT Photographer
Brad Bennett/Jeff Jensen /Mark Morris/Nadia Shimazu/Tomokazu Mori Cast
Muneo Nukita/Kiyoshi Furuno World Expeditions Consultants Climbing Consultant
Tomihiro Hatogai/Shoko Yokota Mz planning Event Producer
Kazunari Ando/Tomoya Kikuchi Panasonic Storage Battery Energy Solution Team