The Campaign

We utilized thieir eyes to show the town’s best charms. Cat Street View is a a Google street view like digital map from the height of 15cm above the ground. You can explore the town as if you were a cat. Get into small backstreets, meet friends, climb walls, jump on to roofs, and you can see beautiful scenery only cats can. You also receive tourism information as you find your way around.

Creative Execution

Cat Street View is a a Google street view like digital map from the height of 15cm above the ground. You can explore the town as if you were a cat. Get into small backstreets, meet friends, climb walls, jump on to roofs, and you can see beautiful scenery only cats can. You also receive tourism information as you find your way around.

Describe the success of the promotion with both client and consumer including some quantifiable results

The site views reached over 2MM in a month. Its exposure value reached over $8 million. The number of visitors grew by over 20% from the previous year, including visitors from outside Japan. The prefecture’s tourism department is planning a second version in Tomonoura, another famous cat location.

Explain why the method of promotion was most relevant to the product or service

“Cat Street View” was featured everywhere. It was broadcast by 409 media in Japan and abroad, creating a new tourist attraction without using traditional advertisings. This would have equated to an advertising cost of over $8.0 million (media exposure). It was a huge success of 80 times* in terms of cost effectiveness. After it was launched, the number of accesses to the site reached 2 million over a period of six months.

Insight: “They feel worthy of exploring unknown place” FGI was conducted on women in their 30s who travel often, and it looked at how they enjoy themselves while traveling. For them, the biggest thrill on the road is an “exploring an unknown place or the discovery of something unexpected,” regardless of whether it is food, scenery or meeting people.