Title | AWAJIKOKU VR VERCHAN REALITY |
Brand | MINAMIAWAJI CITY |
Product / Service | CITY PROMOTION |
Category | A09. Public Sector |
Entrant | DENTSU WEST JAPAN KOBE, JAPAN |
Idea Creation | DENTSU WEST JAPAN KOBE, JAPAN |
Idea Creation 2 | DENTSU PUBLIC RELATIONS Tokyo, JAPAN |
Idea Creation 3 | KOEI PLANNING, CO. Osaka, JAPAN |
Media Placement | DENTSU PUBLIC RELATIONS Tokyo, JAPAN |
PR | DENTSU PUBLIC RELATIONS Tokyo, JAPAN |
Production | KOEI PLANNING, CO. Osaka, JAPAN |
Production 2 | ANALOGUE INC. Fukuoka, JAPAN |
Production 3 | IMAISYS INC Osaka, JAPAN |
Production 4 | STEP Osaka, JAPAN |
Name | Company | Position |
---|---|---|
NORIKAZU KIDA | Minami-AwajiCity | DIRECTOR |
NARUAKI HAMADA | Minami-AwajiCity | ASSISTANT DIRECTOR |
SHUNJI YAMAMOTO | DENTSU WEST JAPAN INC. | CREATIVE DIRECTOR |
MASASHI KITA | DENTSU WEST JAPAN INC. | COPYWRITER |
TSUKASA KAJIYA | analogue INC. | ARTDIRECTOR |
HARUMI IWAO | analogue INC. | DESIGNER |
TAKAAKI NOMURA | Ichigo | WEB PRODUCER |
DAISUKE SASAKI | NAPHTHALENE CO.,LTD | WEB PLANNER |
KOICHI KANEDA | NAPHTHALENE CO.,LTD | WEB PROGRAMMER |
SEI SAKAMOTO | DOT-SG | WEB DESIGNER |
TADASHI INOKUCHI | DENTSU PUBLIC RELATIONS INC. | SENIOR DIVISION DIRECTOR |
DAISUKE INOUE | DENTSU PUBLIC RELATIONS INC. | SENIOR CONSULTANT |
ITARU KUNIEDA | DENTSU PUBLIC RELATIONS INC. | DIRECTOR |
RENA OKAUCHI | DENTSU PUBLIC RELATIONS INC. | CONSULTANT |
TOMOKO ANDO | KOEI PLANNING Co.,ltd | PRODUCER |
YOSHIHIKO YAMAMOTO | WONDER LAND HOUSE Co.,ltd | DIRECTOR |
AYAKA YAMAMOTO | KOEI PLANNING Co.,ltd | PRODUCTION MANAGER |
YOSHINORI KAMEI | FREELANCE | CINEMATOGRAPHER |
SEIJI SHINOZAKI | GRAND STYLING FORCE | GAFFER |
MIKA OYAMA | IMAGICA WEST Corp. | EDITOR |
TAKASHI SANADA | IMAGICA WEST Corp. | EDITOR |
KENJI YOSHIMURA | STEP | MIXER |
YUKARI KAWAGISHI | FREELANCE | HAIRMAKE&STYLIST |
YOSHIHISA KAGAWA | DENTSU CASTING AND ENTERTAINMENT INC. | CASTING |
We created “Awajikoku VR (Verchan Reality),” virtual reality content that allows viewers to enjoy meals with grandma. (In Japanese “Verchan” is pronounced the same as the word for “grandma.”) A research experiment at Nagoya University has shown that the experience of pretending to eat with others by using a mirror makes food taste better than when eaten alone. We applied this finding to virtual reality, creating content that allows people to enjoy the delicious of eating with others even when alone, thereby highlighting Minami Awaji’s status as the “land of food.”
We created “Awajikoku VR (Verchan Reality),” virtual reality content that allows viewers to enjoy meals with “grandma.” (In Japanese “Verchan” is pronounced the same as the word for “grandma.”) By viewing this virtual reality video while eating, one can enjoy the deliciousness of eating with others even at a lonely dining table. (According to a Nagoya University researcher, even a VR video of a shared meal probably would be effective in this way.) The video features delicious dishes made from Minami Awaji foodstuffs. We bolstered Minami Awaji City’s image as a land of delicious food by immersing viewers in a virtual reality and using the soothing power of a grandmother.
•Exposure equivalent to an advertising value of approximately $4.93 million, heightening Minami Awaji City’s presence as the “land of food.” •Covered in the media a total of 189 times. •Minami Awaji City was continually highlighted in the news as the “land of food,” and our subsequent promotion of a new Minami Awaji City specialty product was introduced by multiple media outlets. •862 times people went from this campaign’s website to a site for donating to Minami Awaji City. (Those who donate receive food in return.)
Our main target was younger people unfamiliar with Minami Awaji City’s wonderful food offerings. In order to highlight its status as a land of food using a novel method, we thought that it would be necessary to come up with a novel approach that is fit for the times and in touch with current trends. We therefore chose to focus on the contemporary issue of “eating alone.” Our goal was to increase Minami Awaji City’s presence as the “land of food” with a new effort to address a food-related societal issue. ? We also tried to make it be a newsworthy conversation topic by using the popular technology of virtual reality in a new way: to soothe people psychologically and address the issue of eating alone.
Website URL | Video URL | Video URL | Video URL