| Title | SEARCH FOR 3.11 |
| Brand | YAHOO JAPAN |
| Product / Service | YAHOO JAPAN SOCIAL ACTION |
| Category | B05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Production Company | TYO INC. CAMPKAZ DIV. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Shuichi Nishida | Yahoo Japan Corporation | Project Producer |
| Atsuko Ito | Yahoo Japan Corporation | Main Planner |
| Chinatsu Sato | Yahoo Japan Corporation | Planner |
| Takaharu Yoshida | Yahoo Japan Corporation | Planner |
| Eiji Yoshida | Yahoo Japan Corporation | Brand Director |
| Susumu Namikawa | DENTSU INC. | Creative Director |
| Yuji Yokomori | DENTSU INC. | Copywriter |
| Yuki Kumagae | DENTSU INC. | Art Director |
| Chie Koda | DENTSU INC. | Art Director |
| Masataka Saito | TYO Inc. Campkaz Div. | Producer |
| Takeharu Hanokizawa | TYO Inc. Campkaz Div. | Producer/Director |
| Mariko Nishimura | Bascule Inc. | Web Producer |
| Sho Torii | Bascule Inc. | Web Producer/Director |
| Yoshio Kakehashi | Bascule Inc. | Web Technical Director/Programmer |
| Makoto Takeuchi | Bascule Inc. | Web Art Director |
| Mitsuru Sameshima | P/CAMP Inc. | Producer/Director |
| Hiroaki Yamashita | Freelance | Composer |
| Takeshi Kozono | DENTSU INC. | Account Executive |
| Koichiro Hirokawa | DENTSU INC. | Account Executive |
| Daisuke Sakai | DENTSU INC. | Account Executive |
Involve many people like, ・People who use Yahoo!JAPAN as search engine ・Other people using competing search engine ・People who want to do something for the social issues left by the 3.11 great East Japan earthquake. To prevent memories of 3.11 to fade away and to support reconstruction.
①The only action needed to support reconstruction was to 'search'. This was a most simple way to participate for many users who were willing to do something for reconstruction support. ②Making "3.11" as a search word, it leaded people to see and think again about disaster related search results and contents. This was also a simple way to bring back the memories.
Try to create a solution typical of search engine which is most convenient and enable most number of people to participate. Developed a solution called "Search for 3.11". Everytime people search for "3.11" on March 11th, Yahoo donate 10 yen (=10 cents) for East Japan reconstruction support activitity.
On March 11th, the number of facebook shares reached 700 thousand in just one day. Shares of twitter was about 220 thousand. It was widely spread through social media. 2.5 million people searched for 3.11 in just one day and amount of donation reached 25 million yen (=250 thousand US dollar). It was covered by 498 medias including TV and web sites. Even the budget was only 8 million yen (=80 thousand US dollar), the media coverage advertising effectiveness reached more than 720 million yen (=7.2 million US dollar).