WITH STAMP INVITATION TO DONATE, WITH A RED LIST ANIMAL IN YOUR NAME STAMP.

Short List
TitleWITH STAMP INVITATION TO DONATE, WITH A RED LIST ANIMAL IN YOUR NAME STAMP.
ClientWWF JAPAN
Product / ServiceWWF JAPAN
CategoryC01. Use of Digital in a PR campaign
EntrantADK Tokyo, JAPAN
Idea Creation ADK Tokyo, JAPAN
Idea Creation 2 PARTY Tokyo, JAPAN
Idea Creation 3 NORTHSHORE Tokyo, JAPAN
Media Placement ADK Tokyo, JAPAN
PR ADK Tokyo, JAPAN
PR 2 MATERIAL Tokyo, JAPAN
Production CREATORS GROUP MAC Tokyo, JAPAN
Production 2 TANIKAWA CO., LTD YAMAGUCHI, JAPAN

The Campaign

From olden times, the Japanese have used hanko, or name stamps, instead of signatures, as a symbol of their identity. The red colour used in names stamps are said to be the sign for longevity, and since red is also the colour for endangered species, the hanko was considered for this project. A new solution in design was proposed by bringing Japanese culture and donations together. The idea was to invite people to make name stamps that incorporated endangered animals(Red list Animals) into their name stamps. All they needed to do was go to the special site, fill in their last name, and their name stamp with one of the endangered animals would appear. The visitors to the site were able to share their name stamps on SNS, or actually purchase the stamp. And part of the purchase price would be donated to WWF for environmental protection.

Execution

The design patterns of the name stamps extended to more than 22,000, which covered 90% of Japanese surnames. The high availability encouraged a large number of participants. For the designs of the endangered animals, 111 types of design were created. Since people were curious about the animal that would be paired with their name, this opportunity designed a new way for them to encounter endangered animals. And the product, the name stamps that resulted from this, were high quality stamps that used environmentally friendly material that has cleared WWF environmental standards. They were not just interesting designs, but authentic pieces that took the environment into consideration from all directions.

Success came from the fact that people became aware of animal protection through something they use every day; their name stamps. What was a symbol of identity, became a symbol for donations and changed the perceptions of the Japanese. In just 2 days, donations reached 1.5 million JPY. And 3 weeks after the start, over 8.3 million people had participated, and 11 thousand stamps had been delivered. From the media point of view, a unique medium with only 9 mm in diameter, grew into media that generated a large movement, through usage and shares by the participants. From the PR viewpoint, with zero advertising budget, the ad equivalent of exposure totalled over 70 million JPY, and donations amounted to 6.6 million JPY. And the biggest value, is that the endangered animals have been added into the Japanese people’s wish for longevity.

The Situation

With zero advertising budget, the ad equivalent of exposure totalled over 70 million JPY, and donations amounted to 6.6 million JPY, by only PR approaches. And the biggest value, is that the endangered animals have been added into the Japanese people’s wish for longevity. To maximize the campaign expansion, people who had high interest in Japanese culture were targeted at the time of the launch. Twitter was mainly used. Later on, the campaign was expanded to those with lighter interest. Mass media such as TV, newspaper covered the project, allowing the opportunity to spread enormously.

The Strategy

In order to make it easier for the Japanese people to make donations toward the preservation of animals, a connection was made between an item they use every day, the Name Stamp, and making donations. To maximize the campaign expansion, people who had high interest in Japanese culture, and animals were targeted at the time of the launch. Twitter was mainly used. Later on, the campaign was expanded to those with lighter interest. Mass media such as TV, newspaper, magazines covered the project, allowing the opportunity to spread enormously.

Credits

Name Company Position
Fusanari Masuda ADK Art director
Kensuke Harada ADK copywrite
Naoko Fujihira ADK designer
Akinori Suzuki ADK Account executive
Toyofumi Suzuki ADK Account executive
Yusuke Ishikawa ADK PR Planner
Daisuke Nakamura PARTY Technical Director
Yusuke Hatakeyama Creators Group MAC Designer
Kosei Ito Creators Group MAC Designer
Natsuki Sato Creators Group MAC Designer
Anju Miyawaki Creators Group MAC Designer
Yoshiki Imazu Freelance Animator
Junya Shigematsu NON-GRID Illustrator
Ryo Ishi northshore Web Producer / Director
Hideki Kashio northshore Web Producer / Director
Takuji Minato northshore Front-end / Server-side Developer
Masaru Fukasawa northshore Front-end / Server-side Developer
Maho Ichikawa northshore Front-end / Server-side Developer
Mitsuru Suzuki AKATSUKI Front-end Developer
Nanami Ozono Material PR Planner
Daiki Kobayashi Material PR Planner
Hisaki Takenaka Material PR Planner
Links
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