AWAJIKOKU VR VERCHAN REALITY

TitleAWAJIKOKU VR VERCHAN REALITY
BrandMINAMIAWAJI CITY
Product / ServiceCITY PROMOTION
CategoryA09. Public Sector
EntrantDENTSU 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

Credits

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

The Campaign

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.”

Creative Execution

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.

Links

Website URL   |   Video URL   |   Video URL   |   Video URL