The Brief

The target audiences of this campaign were formed of young couples who live in Toyosu and couples with children who visit Toyosu from outside of the town. Toyosu is a new waterfront town which is built upon a reclaimed land. The town is very popular among young people as there are many leisure spots and a shopping mall around. This campaign aimed for creating a playground that has never been seen anywhere else before by making use of Toyosu's character.

Creative Execution

This project aimed to increase awareness to the environment by providing a totally new playground by featuring Toyosu's character which is a place that originally was a sea. By building new playground, this application encourages parents and children go out and play at a park with their smartphones and binds them closer. Also, raise their awareness to the environment and it's related to environmental education especially learning about the types of fishes. Recently Toyosu is popular among young couples because of its accessibility but this new standardized area is considered unattractive compare to the town which has long history.

Describe the creative solution to the brief/objective.

"TOYOSU AQUARIUM" is an iPhone application which makes Toyosu into an aquarium. The variety of "Suisou(aquarium)" is set in each park in Toyosu and each "Suisou" represents park's character. For instance, big park turns into a huge "Suisou" with sharks swimming and a flower garden will be a "Suisou" of coral reefs. This application uses gamification as its system. The more users check in their favorite "Suisou", the "Suisou" raises its level, also type and number of fishes will change. As a result, this campaign has successfully raised likeability rating of Toyosu to 128% which was originally aimed at 120%.

Results

HAKUHODO i-studio collaborated with SOJO university and has successfully minimized a cost on this project. This project took only personnel expenses without material fee. This low budget campaign raised likeability rating of Toyosu to 128%.