CAT STREET VIEW

Short List
TitleCAT STREET VIEW
ClientHIROSHIMA PREFECTURE
Product / ServiceHIROSHIMA TOURISM
CategoryA01. Creative Effectiveness
EntrantI&S BBDO Tokyo, JAPAN
Idea Creation I&S BBDO Tokyo, JAPAN

Brief Explanation

ONOMICHI IS A SMALL QUIET PORT TOWN LOCATED IN HIROSHIMA-PREFECTURE, UNABLE TO GENERATE GROWTH IN VISITORS. IT RETAINS A NOSTALGIC TOWNSCAPE SUCH AS MANY OLD JAPANESE HOUSES AND SMALL PATHWAYS AND ROADS, BUT LACKS OBVIOUS TOURIST ATTRACTIONS, AND THE BUDGETS FOR A CONVENTIONAL TOURISM CAMPAIGN. WE CREATED A UNIQUE AND CHARMING CITY VISITOR EXPERIENCE: “CAT STREET VIEW”, AN INTERACTIVE MAP LIKE GOOGLE STREET VIEW, THAT WORKS AS A GUIDE THAT INTRODUCES ONOMICHI’S CHARMS FROM THE PERSPECTIVE OF ITS STRAY CATS - FROM A HEIGHT OF 15CM ABOVE THE GROUND. USERS CAN ACCESS THIS ORIGINAL SITE FROM THEIR PCS OR SMARTPHONES AND EXPLORE THE STREETS OF ONOMICHI THROUGH THE EYES OF A CAT, AS IF THEY WERE A CAT THEMSELVES. IN ADDITION TO SEARCHING FOR TYPICAL TOWN INFORMATION, YOU CAN EXPLORE EVEN SMALL ALLEYS OR UNDER CARS THROUGH THE EYES OF A CAT. WHILE INTERACTING WITH THE CONTENT, PEOPLE NATURALLY LEARN TOURIST INFORMATION ABOUT ONOMICHI. AS A RESULT, “CAT STREET VIEW” WAS FEATURED BY 409 MEDIA OUTLETS IN JAPAN AND BEYOND, BOOSTING WEBSITE SEARCHES FOR THE CITY. THE TOTAL NUMBER OF TOURISTS WHO USE THE “ONOMICHI ROPEWAY,” THE MOST REPRESENTATIVE TOURIST ATTRACTION IN ONOMICHI CITY ROSE 8000 PEOPLE (: 160%UP) IN DECEMBER 2015 COMPARED WITH THE SAME MONTH IN THE PREVIOUS YEAR. IT EVEN BECAME A SOCIAL PHENOMENON: ONOMICHI HOSTED THE CAT FESTIVAL IN 2016. MOREOVER, A LEADING TRAVEL COMPANY IN TOKYO OFFERS A PACKAGE TOUR CALLED THE “CAT TOUR,” AND IS NOW CONDUCTING TOURS ON A REGULAR BASIS.

Credits

Name Company Position
Masaki Honda BBDO Japan Executive Creative Director
Kan Eguchi Kooki General Director
Tatsuro Kumaki I&S BBDO inc. Planner
Kenta Takagi I&S BBDO inc. Planner
Takeru Nagasaki I&S BBDO inc. Planner
Yoshiyuki Kaneko I&S BBDO inc. Art Director
Hironobu Taniguchi I&S BBDO INC. ACCOUNT MANAGER
Shunsuke Takeda BBDO J WEST Account Executive
Shunsuke Sakamoto BBDO J WEST Account Executive
Daisuke Sasaki I&S BBDO INC. STRATEGIC PLANNING DIRECTOR
Susumu Yamamoto I&S BBDO INC. STRATEGIC PLANNER
Hironori Ogata I&S BBDO INC. SENIOR DIGITAL PLANNER
Tomohiro Hikami I&S BBDO INC. DIGITAL PLANNER
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