The Brief

We are all aware of the hardships that Japan as a country endured in 2011. Yet sometimes, adversity can become a catalyst to innovation and a new way of thinking. Our challenge was to find how we could use our designing capabilities to change the way we live, to design a new lifestyle to bring about the coexistence of people, nature and technology. As a result, we designed the prototype of our residence named “MIRAI NIHON (the future of Japan) ” to meet Japanese consumers demand. And we became the first advertising agency to offer a residential environment as a product.　

Describe how the promotion developed from concept to implementation

TBWA HAKUHODO introduced its off-grid housing to the public at Asia’s largest electronics show, CEATEC Japan 2011, where companies like Panasonic, Sony, Intel and others introduce state-of-the-art technologies. We were the first advertising agency ever to showcase technological innovation and introduce products at the show. At the same time, we launched a microsite with information about the project, and promoted the project through social media.　

Describe the success of the promotion with both client and consumer including some quantifiable results

Our off-grid house was reported in traditional and social media around the globe in the US, Latin America, Europe and Asia. As a result, we received inquiries for 'Mirai Nihon' project not only from Japanese prefectural/local governments and companies but also from companies and individuals around the world. Moreover, cooperating with Tokyu Resort Corp., a major development company, we started to design an environment-friendly resort for better future where people, nature and technology co-exist in harmony.

Explain why the method of promotion was most relevant to the product or service

After the earthquake, the importance of next-generation smart grid power networks became a topic of discussion. We exhibited a prototype off-grid house to CEATEC2011, Asia's largest electronics show. We gathered comments from the visitors on Twitter, the event site, and Facebook, responding to the question "What do you want to achieve lifestyle of off-grid house?" Additionally, through the active utilization of PR in newspapers and on TV programs, we spread the proposal of a new way of living to society at large.