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.