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. 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. DIG-LOG turns hard labor into a fun activity.

Execution

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. 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.

• Tier 1: Outcomes/awareness - change in behaviour, shifts in stakeholder decisions, brand equity • Tier 2: Knowledge/consideration - coverage depth (quality/quantity), tone and message delivery, purchase intent (survey) • Tier 3: Outputs/business results – sales, donations, site traffic, content response Over 80% of DIG-LOG users said that snow shoveling became more fun, and their work efficiency rose by 120%. DIGLOG turned hard labor into an entertaining fun activity. 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. As TV programs showed the social issue that there are lack of young people helping show shoveling as the snowy areas are struggling from aging of population, social discussion occurred from this device. It was presented at SXSW and got attention from the world and got coverage from world

The Situation

Not much people come to the snowy area to dig the heavy snow, if there is anything interesting and fun. By digging up the entertaining element of the boring snow shoveling and developing this new device, an NPO supporting snow shoveling “Yukikaki-Dojo” became successful in inviting young volunteers to the labor shortage heavy snowfall area. 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 earned great PR coverage, discussion from this device.

The Strategy

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.