BUBBLEPACK_TOWN

TitleBUBBLEPACK_TOWN
ClientOKAYAMA TOYOPET CO.,LTD.
Product / ServiceAUTOMOTIVE & TRANSPORT
CategoryC01. Guerrilla Marketing & Stunts
EntrantTYO INC. Tokyo, JAPAN
Idea Creation TYO INC. Tokyo, JAPAN
Idea Creation 2 DAIICHI AGENCY CO.,LTD. Okayama, JAPAN
Idea Creation 3 POPS Tokyo, JAPAN
Idea Creation 4 ROUTE & ASSOCIATES CO.,LTD. Okayama, JAPAN
Media Placement DAIICHI AGENCY CO.,LTD. Okayama, JAPAN
Media Placement 2 POPS Tokyo, JAPAN
PR DAIICHI AGENCY CO.,LTD. Okayama, JAPAN
PR 2 POPS Tokyo, JAPAN
PR 3 CATCHBALL Tokyo, JAPAN
Production TYO INC. Tokyo, JAPAN
Production 2 ROUTE & ASSOCIATES CO.,LTD. Okayama, JAPAN
Additional Company OKAYAMA TOYOPET CO.,LTD., JAPAN

The Campaign

1,We developed the idea for our project based on the unfamiliar but interesting fact in japan. Unfamiliar but interesting facts = There is a tra?c accident every 50 minutes in Okayama where people use turn signals the least in Japan. 2,Most of the safe-driving promoting campaigns in Japan are either one-sided appeals or fear appeals so they hardly get attention from consumers. Considering this issue, we took a totally different approach for our campaign. 3,We planned our promotional campaign to appeal not only to our real target “drivers” but also children and elderly people around “drivers” for better safe-driving awareness.

Creative Execution

We aired the movie on TV and online. After releasing the movie, we held the following events such as traveling all over Japan by bubble-wrapped cars, exhibition of bubble-wrapped cars in stores and shopping malls and experiential event of making bubble wrapped traffic-safety amulets. In the event, sales people were covered by bubble wraps as well. We put up the fictional posters of bubble wraps for car, human and pet on sale in Okayama's trains.

Describe the success of the promotion with both client and consumer including some quantifiable results

This movie and this following promotional campaign have contributed to spotlighting the fact of “Okayama is the worst prefecture in use of turn signals in Japan” and been featured on many national media. The campaign was exposed in many media, especially on TV news as a hot topic. As the result, the campaign becomes more national rather than a local news topic.As the result, the campaign becomes more national rather than a local news topic. Having been featured on 16 Japanese TV shows and 327 websites and shared 19,200 times on SNS, it gained the media coverage worth about $1,785,715. It became more recognized, even among Okayama Pref congress members. Some TV shows reported that one of the members mentioned about this project at the meeting and suggested Okayama police department to learn from it. Also, this movie has been used as an educational material at driving schools in Okayama.

Explain why the method of promotion was most relevant to the product or service

Work such as sticking bubble wrap on making a movie, so that staff can have traffic safety awareness I tried to get the cooperation of people living in Okayama as much as possible.We thought of holding events that allow people to experience traffic safety awareness more closely.We created an interactive promotion campaign combining movie, graphic, and actual exhibition. Also we launched this promotion during the week of "National spring traffic safety campaign." This was the timing when the public traffic-safety awareness increased by many media.As a result, this promotion was able to get great results.

We pitched our idea for this project based on the unfamiliar but interesting fact aiming to be covered by many highly credible media. Most of the safe-driving promoting campaigns in Japan are either one-sided approach or fear appeals so they hardly get attention of consumers. By using the motif of Puchi-Puchi (Bubble wrap), we avoid using “one-sided approach” and “fear appeals.” We aimed to reach not only adults but also children and elderly people in a fun and entertaining way. We created the impressive campaign using entertaining appeals to get more attention of consumers and improve their safe-driving awareness and driving manners.We created an interactive promotion campaign combining movie, graphic, and actual exhibition. Also we launched this promotion during the week of "National spring traffic safety campaign." This was the timing when the public traffic-safety awareness increased by many media.

Credits

Name Company Position
Kazunori Suenaga OKAYAMA TOYOPET CO.,LTD. Head of Client Services
Hideaki Kawakita OKAYAMA TOYOPET CO.,LTD. Client Account Director
Junichi Tanaka POPS Inc. Senior Creative Director
Hiroaki Takemoto DAIICHI AGENCY CO.,LTD. Agency Account Executive
Yoshihiro Wada ROUTE&ASSOCIATES CO.,LTD. Art Director
Yoichi Washimi TYO Inc. Executive Producer
Yukihiro Kabe TYO Inc. Producer
Masato Goto TYO Inc. Director
Tomomi Komazaki TYO Inc. Planning
Tomohiro Hori TYO TECHNICAL RANCH Cinematographer
Wonkyeong Jang TYO Inc. Production manager
Kohei Fukuda TYO Inc. Production manager
Saki Morita TYO Inc. Making Director
Hiroki Kubo Freelance Music
Toshiaki Ishikawa Freelance Music
Toshiaki Ishikawa Freelance Music
Taichi Okada STUD Inc. Offline editing
Makoto Hoashi IMAGICA Corp. Online editing
Suguru Onuma Freelance Cast hero role
Ayaka Sugiyama Kawakami Sangyo Co.,ltd. Advisor/Material cooperation
Kosuke Tsumura Musashino Art University Space Design Department Professor Costumes
Machiko Takada Freelance Costumes
Masaki Uno KAMUI PRODUCE Art(car)
Takanori Kubo Catchball Inc. Public Relations
Hiroki Jirai Catchball Inc. Public Relations
Links
Website URL