SADO METAL

TitleSADO METAL
ClientSADO TOURISM ASSOCIATION
Product / ServiceTOURISM
CategoryA03. Online: Fiction
EntrantDENTSU EAST JAPAN Tokyo, JAPAN
Idea Creation DENTSU EAST JAPAN Tokyo, JAPAN
PR DENTSU EAST JAPAN Tokyo, JAPAN
Production NIBAN-KOBO PRODUCTIONS Tokyo, JAPAN

The Campaign

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

Creative Execution

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.

Credits

Name Company Position
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
Yoshimune Takamatsu NIBAN-KOBO Producer
Hidejiro Kojima Niban-Kobo Producer
Yuki Obata Niban-Kobo Production manager
Masahiro Date Mugico Director
Daiki Watabe Free cameraman
Seiga Takeuchi Free Lightman
Tetsuya Kanmuri Free Vocal
SAKI Mary's Blood Base
Hitoshi Fushimi Free Sound design
Hajime Uchiyama Free Composer
Kazuhiko Saito Free Dorone Cameraman
Asako Yamazaki Free Stylist
Ayaka Nakajima Free Hairmake
Kouko Takahashi Free Casting
Kosuke Hoshi Free Performer
Kyosuke Ichijo Free Performer
Links
Video URL