THE SPACE HANGOUT POWERED BY GOOGLE *CONNECT PEOPLE'S ROOM WITH SPACE, FOR THE F

TitleTHE SPACE HANGOUT POWERED BY GOOGLE *CONNECT PEOPLE'S ROOM WITH SPACE, FOR THE F
ClientJAXA
Product / ServiceJAPAN AEROSPACE EXPLORATION AGENCY
CategoryA06. Best Use of Other Digital Platforms in a Direct Campaign
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN

The Brief

While Japan has developed a very strong space industry over the years, Japanese people do not really feel concerned by space-related news. JAXA (Japan Aerospace Exploration Agency) wanted to take an initiative that would foster people's interest and awareness in space development.

Creative Execution

As a public organization, one of JAXA’s missions is to inform the Japanese citizen about its activities and achievements. Connecting people to the ISS through a social network is doubly relevant to this mission. It demonstrates JAXA’s most advanced achievements (Japanese contribution to the ISS), and does it through the favorite means of communication of younger generations (social networks). Besides, it was clear that other media (TV etc.) would relay the event in the news, further contributing to JAXA’s mission to inform as many people as possible.

Describe the creative solution to the brief/objective.

Our solution is based on a simple assumption: If people were able to chat with astronauts from their home, they would feel much closer to space and become more aware of it. We thus proposed an event, the first of its kind in the world, where we would connect people’s computer with the International Space Station (ISS). Google+ Hangouts was the perfect platform to achieve that, so we asked our business partner Google to collaborate with us to bring this challenge to reality.

Results

This event, the first of its kind in the world, really succeeded in bringing people closer to space than ever before. It was also a tremendous success in the media, making its way to the front page of Japan's largest daily newspaper (10 Million copies), followed by more than 100 media including TV and the Web. JAXA's objective to foster people's interest in space was achieved beyond expectations. This event was also a step forward for all the people dreaming of space, especially for the many children dreaming of becoming astronauts.

Credits

Name Company Position
Naoki Hashimoto Freelance Event Director
Masaaki Sato Thefool Event Producer
Kozue Sato Tohokushinsha Promotion Video Director
Koji Joke Tohokushinsha Promotion Video Producer
Junko Hasegawa Dentsu Public Relations Inc. Pr Strategist
Takuro Kinoshita Dentsu Public Relations Inc. Pr Strategist
Aki Oguri Dentsu Inc. Account Strategist
Masahiro Iwata Dentsu Inc. Account Strategist
Yugo Okamoto Dentsu Inc. Account Strategist
Junko Okawa Dentsu Inc. Pr Strategist
Kyoko Yonezawa Dentsu Inc. Planner
Yasuhiro Tsuchiya Dentsu Inc. Planner
Kensuke Takagi Dentsu Inc. Agency Producer
Yuichi Yahagi Dentsu Inc. Agency Producer
Yoshikazu Nagashima Dentsu Inc. Agency Producer
Makoto Sawada Dentsu Inc. Art Director
Hokuto Miura Dentsu Inc. Copywriter
Yujiro Kaizawa Dentsu Inc. Creative Director
Kenji Oda Dentsu Inc. Executive Creative Director