DIG-LOG

TitleDIG-LOG
BrandSNOW SHOVELING NPO, " YUKIKAKI DOJO "
Product / ServiceDIG-LOG
CategoryA01. Innovative Technology
EntrantHAKUHODO INC. Tokyo, JAPAN
Idea Creation HAKUHODO INC. Tokyo, JAPAN
PR BLUECURRENT JAPAN Tokyo, JAPAN
Production HAKUHODO I-STUDIO Tokyo, JAPAN

Credits

Name Company Position
Kazuhiro Suda Hakuhodo Executive Creative Director
Airo Takanohashi Hakuhodo Executive Creative Director
Jyutaro Mochizuki Hakuhodo i-studio Creative Director
Yuto Kumon Hakuhodo i-studio Technical Director
Toshihiko Shindo Hakuhodo i-studio Programmer
Hiroki Matsuse Hakuhodo i-studio Programmer
Ryo Matsugane Hakuhodo i-studio Back end engineer
Shota Takano Hakuhodo i-studio Programmer
Takahiro Eguchi Hakuhodo Creative Director
Masako Shimizu Hakuhodo Copywriter
Kei Nakamura Hakuhodo Copywriter
Keita Kojima Hakuhodo Art Director
Masateru Kametani Hakuhodo Culater
Yu Miyaji Hatapuro Inc. Designer
Takehito Shiina cRay Ltd. Producer
Yusuke Imura cRay Ltd. Producer
Tatsuro Kano cRay Ltd. Production Manager
Toshiki Akaike Free Cameraman
Tomohiro Matsumoto Root-works Editor
Takanari Yamashita BlueCurrent Japan Inc. Senior Account Manager
Kazuya Hirai BlueCurrent Japan Inc. Senior Account Executive
Ryuji Andou BlueCurrent Japan Inc. Account Executive
Chihiro Furukawa BlueCurrent Japan Inc. Media Manager
Tokuko Otsu BlueCurrent Japan Inc. Media Promoter
Seiji Kamimura Nagaoka university of technology Professor

The Campaign

,“Yukikaki Dojo,” a local NPO that supports snow shoveling, created the world’s first ioT device with Nagaoka University of Technology, that turns snow shoveling into an entertaining game. The core strategy was to turn hard labor into a fun activity. As targets are the people who feel everyday snow shoveling stressful and tiring, and people who usually are involved in snow shoveling. To stimulate people’s self motivation, we calculated the amount of snow, and calorie consumption. By visualizing the data, game side of the element like competing and sharing the number with friends, collecting snow sculpture icons converted by to the total amount of shoveled snow. Moreover, calculation of calorie consumption, also stimulates the users desire to loose weight.

Creative Execution

When you shovel the snow with this device, the pressure sensor reacts and the weight of the snow and calories are calculated in the app. You can also collect various snow sculpture icons according to the total amount of snow shoveled. The results can be shared by SNS, and you can also compete with your friends. It also calculates calorie consumption. The more you dig, the more calories you burn. In 2015,“Yukikaki Dojo,” a local NPO that supports snow shoveling, collaborated with Nagaoka University of Technology, and started to develop the device. In January 2016,built up a prototype version. In Febuary 2016,improved pressure sensor. In Febuary 2016,designed snow statue icons. In Febuary 2016,launched DIG-LOG. In March 2016, held a snow shoveling event at Kinusato Village, Kamimizuuchi City, Niigata Prefecture, Japan. More than 100 people came to this event and experienced DIG-LOG. In March 2016,DIG-LOG exhibited at the SXSW. It was picked up as a remarkable work.

Over 80% of DIG-LOG users said that snow shoveling became more fun, and their work efficiency rose by 120%. This project was covered by the media as a new form of snow shoveling. Just from one day local event introducing this device, it earned more than 27,789,258 yen media exposure, including the national TV program. It was presented at SXSW and got attention from the world and got coverage from world media as well. We receive some inquiries from other local communities that has same problems, or volunteers who got interested in this device, especially young people who would least came to volunteer before. In fact, the top three cities of the world’s snowfall ranking is all in Japan. So there are many possibilities to spread DIG-LOG in Japan. Moreover, it can make other hard tasks like, cleaning, farming, and restoration activities more interesting and fun with DIG-LOG.

By utilizing technology, DIGLOG turned hard labor, like snow shoveling, into an entertainment activity and stimulated new motivation to the users. Technology of pressure sensor reaction and the calculation of weight of the snow and calories, made it possible to calculate the snow amount and added gaming aspect to endless hard labor. It can collect various snow sculpture icons according to the total amount of snow shoveled, and can compete it with your friends. By its positive stimulation, the technology can also change other hard tasks like, cleaning and farming into fun. Its an labor task innovation.