DONAIL

TitleDONAIL
BrandWWF JAPAN
Product / ServiceWWF JAPAN
CategoryB03. Use of Ambient Media: Small Scale
EntrantASATSU-DK Tokyo, JAPAN
Idea Creation ASATSU-DK Tokyo, JAPAN
Media ASATSU-DK Tokyo, JAPAN
PR ASATSU-DK Tokyo, JAPAN
PR 2 GMPC JAPAN Tokyo, JAPAN
PR 3 MATERIAL Tokyo, JAPAN
Production ROCK'N ROLL JAPAN Tokyo, JAPAN
Production 2 NISHIKAIGAN TOKYO, JAPAN
Production 3 KOBAYAKAWA TOKYO, JAPAN
Production 4 SUN Tokyo, JAPAN

Credits

Name Company Position
FUSANARI MASUDA ADK Tokyo ART DIRECTOR
KAZUMA AOKI ADK Tokyo COPYWRITER
AKINORI SUZUKI ADK Tokyo ACCOUNT PLANNER
KANA KIKUCHI ADK Tokyo ART DIRECTOR
KENICHI MURAMATSU 55 INC. PHOTOGRAPHER
KENICHI OHNO SUN Co.,Ltd. DESIGNER
MASAYUKI KUSUBAYASHI SUN Co.,Ltd. PRINT PRODUCER
YOHEI KAWASAKI ROCK'N ROLL JAPAN Co.,Ltd. FILM PRODUCER
JUN NAKAO ROCK'N ROLL JAPAN Co.,Ltd. DIRECTOR
YU SATO ROCK'N ROLL JAPAN Co.,Ltd. CINEMATOGRAPHER
YUSUKE KONAMI ROCK'N ROLL JAPAN Co.,Ltd. CINEMATOGRAPHER
RYOHEI OKA ROCK'N ROLL JAPAN Co.,Ltd. CINEMATOGRAPHER
CHIKAI KATO ROCK'N ROLL JAPAN Co.,Ltd. EDITOR
MASAKI ISHII NISHIKAIGAN Co.,Ltd. ANIMATOR
HIROMITSU SUNAGA NISHIKAIGAN Co.,Ltd. SPECIAL EFFECTS PRODUCER
SHINICHIRO KOBAYAKAWA KOBAYAKAWA Co.,Ltd. SOUND DESIGNER
MAKOTO OYAMADA Freelance WEB DESIGNER
SHOICHIRO SAIKAWA ADK Tokyo EVENT MANAGER
MITSUTOMO KAWAMURA GMPC JAPAN PR DIRECTOR
CHIHIRO KAMATSUKA GMPC JAPAN PR PRODUCER
HISATAKA TAKENAKA Material PR DIRECTOR
KOZUE SAITO Material PR Director

The Campaign

Using nail art, a fashion trend extremely popular among Japanese women of all ages, background and occupation, we invented a catalog of original nail art designs, each one representing one of those endangered species. The designs were introduced to more than 100 nail salons all over Japan. The aim was to develop a campaign that allows people to learn about endangered species and make donations while getting their nails done. Moreover, the donators were welcome to share their experience and new nail art design on their SNS.

Creative Execution

In order to start the movement and raise awareness about our campaign, leaflets presenting each original animal nail art designs as well as the description of these species facing extinction, were distributed in nail salons. We started by launching the campaign in more than 100 famous nail salons that agreed to participate in the project, all around Japan in November 2015. In order to raise even more the awareness of the endangered species campaign, we also create partnerships with Japan Nail Art Association and nail art schools. Furthermore to reach more effectively our targets, SNS influencers such as Instagrammers were called out to support and promote the campaign. Donators were also more than welcome to share their experience. Publicity was also made in various fashion and style related media to increase interest on the campaign.

Results

During the three months that followed the launch of the campaign, many influencers of the Beauty and Fashion industries have experienced Donail, leading to a great flow of posts. In addition of our campaign shared on SNS and blogs such as Instagram, Donail was also featured in a large number of Fashion related and national newspapers as well as TV programs. Without using any traditional advertising, the campaign managed a total of 199 million impressions and 15 million reach.Moreover, the famous Ueno zoo agreed to hold regularly a nail art event in its park and even the Minister of Environment gave her support to our project, leading to a new movement of donation across the country.As a result, in three months, more than 6,800 of those who weren’t familiar to donation experienced this campaign (5 in 1 of those who came to the nail salon).

Japanese people are known for their low involvement in charity, we wanted through this campaign to call out to their support and donations for endangered species protection.We chose to use the nail art by developing original nail designs representing endangered species, as a new way to communicate the “Red List” message. We reached our targets that traditional advertising had failed to do so far this way. The design was used in more than 100 salons across the country and a part of the revenue was donated to the “Red List” program. In three months, approximatively more than 6800 people participated

It is said that up to 70% of Japanese females have experienced nail art, and the market is worth over 200,000,000,000 yen. This campaign focused on women who get their nails done on a daily basis, but not familiar with donating and charity. To approach this target, a partnership was found with Japan Nailist Associatioin and various big-name nail salons. Original nail art procedures were introduced in each salons, and in the waiting room, leaflets of this activity was introduced to raise awareness. As young women are likely to share their experiences on apps such as Instagram and twitter, those who experienced the nail art were encouraged to make the posts on such platforms. These posts lead to more people participating in the campaign, creating a chain of trends throughout social networking platforms.

Links

Website URL