|Brand||SADO TOURISM ASSOCIATION|
|Product / Service||TOURISM|
|Category||A03. Online: Fiction|
|Entrant||DENTSU EAST JAPAN Tokyo, JAPAN|
|Idea Creation||DENTSU EAST JAPAN Tokyo, JAPAN|
|PR||DENTSU EAST JAPAN Tokyo, JAPAN|
|Production||NIBAN-KOBO PRODUCTIONS Tokyo, JAPAN|
|Saiko Furui||ＤＥＮＴＳＵ ＥＡＳＴ ＪＡＰＡＮ ＩＮＣ．||Senior Creative Director|
|Yuki Kumagae||ＤＥＮＴＳＵ ＥＡＳＴ ＪＡＰＡＮ ＩＮＣ．||Art Director|
|Mariko Yamaguchi||ＤＥＮＴＳＵ ＥＡＳＴ ＪＡＰＡＮ ＩＮＣ．||Copy Writer|
|Yoichi Yanagihara||ＤＥＮＴＳＵ ＥＡＳＴ ＪＡＰＡＮ ＩＮＣ．||PR Planner|
|Michiko Ohashi||ＤＥＮＴＳＵ ＥＡＳＴ ＪＡＰＡＮ ＩＮＣ．||PR Planner|
|Koji Omata||ＤＥＮＴＳＵ ＥＡＳＴ ＪＡＰＡＮ ＩＮＣ．||account executive|
|Yorihito Oshima||ＤＥＮＴＳＵ ＥＡＳＴ ＪＡＰＡＮ ＩＮＣ．||account executive|
|Yuki Obata||Niban-Kobo||Production manager|
|Hitoshi Fushimi||Free||Sound design|
|Kazuhiko Saito||Free||Dorone Cameraman|
Focused on the reason why the island is also known as “a land of gold”. Got an idea from Gold = heavy metals = Heavy Metal (music), and formed a heavy metal band “Sado Metal”! We stick to the real and professional “Heavy Metal” and casted a greatly popular vocal and a guitarist among Japanese Heavy Metal industry,. They created a Sado Metal movie to appeal to the world, which is consisted of impactful sound and lyrics, unique Sado-posing and powerful images
Casted a leading Metal music vocalist and guitarist in Japan, and created a music video of “SADOMETAL”. Implemented PR activities in order to appeal to young people and aimed to go viral on SNSs. Picked up some viewers’ voices from SNSs; made the band play on stage at music festival, and created/sold band-Ts etc.
Over 70K views in 3days. Received 231 web articles, 4 newspapers, and 8 TV programs of media exposures and advertising conversion rate is approx. JPY 160M. Buzzed on the SNS as “an impactful local promotion activity” and achieved to increase the number of “Total Tourist Facilities Visitors” in May, by 107.2% YOY.
Focused on the reason why the island is also known as “a land of gold”. From the idea of “Gold = heavy metals = Heavy Metal (music)”, formed a heavy metal band named “SADOMETAL”, and appealed the Sado island with the impactful lyrics . On top of that, created an unique band sign (posing), based on the shape of Sado island and made a promotional movie, which made viewers feel like participating and spreading the movie .
People, especially younger generations are losing their fascination for Sado island nowadays. In order to focus on the idea to make the video outstanding and how the video can move viewers and go viral with the limited budget, adopted a strategy of utilizing Heavy-Metal music, which is of course an unorthodox strategy for a tourism promotional movie.