|Product / Service||BRAND CAMPAIGN|
|Entrant||JFOODO Tokyo, JAPAN|
|Idea Creation||OGILVY JAPAN Tokyo, JAPAN|
|Production||HOGARTH JAPAN Tokyo, JAPAN|
|Production 2||AMANA Tokyo, JAPAN|
|Production 3||FLAG Tokyo, JAPAN|
|Doug Schiff||Ogilvy Japan||Chief Creative Officer|
|Ricardo Adolfo||Ogilvy Japan||Executive Creative Director|
|Junkichi Tatsuki||Ogilvy Japan||Associate Creative Director|
|Odding Wong||Ogilvy Japan||Art Director|
|Maki Enomoto||Ogilvy Japan||Senior Copywriter|
|Wataru Miyahara||Ogilvy Japan||Copywriter|
|Naoko Yamakawa||Ogilvy Japan||Strategic Director|
|Kei Asakura||Ogilvy Japan||Group Account Director|
|Takuya Murakami||Ogilvy Japan||Senior Account Manager|
|Masaki Kato||Ogilvy Japan||Program Associate|
|Yoshiaki Tada||Hogarth Japan||Senior Producer|
|Tatsunari Saito||Flag||Film Director|
|Naoki Fukushima||Flag||Film Producer|
|Shohei Takabashi||Flag||Editorial Writer|
|Koichiro Takahashi||Amana||Photo Producer|
|Shogo Hiroki||Amana||Photo Producer|
|Shuji Masumoto||AgWORKS||Web Producer|
|Sachiko Masumoto||AgWORKS||Frontend Engineer|
|Ryota Hiramoto||JFOODO||Overseas Promotion division|
The JFoodo promotional group, a branch of the Japanese government with the aim of promoting Japanese food, wanted to convince more Hong Kong citizens to eat more Japanese sushi. The brief was to create a website that would be a kind of hub to show visitors all kinds of information covering the what, where, why and how, all with the kind of enticing visuals that would convince Kong Kong food lovers that Japanese sushi was worth seeking out. The objective was to get people thinking more about eating Japanese sushi in their everyday lives, including around Chinese New Year.
Since those in Hong Kong have great Cantonese food to choose from, which is so much a part of their culture, we needed to give them a good reason to eat Japanese sushi. So we dug deep and gave them 88 reasons in one site. We also knew that Japanese culture was a big interest to those in Hong Kong, so we captured not just food, but the Japanese world surrounding Japanese fish in a kind of endless and boundless treasure of Japanese culture, all beautifully illustrated with special care taken for full authenticity.
The campaign, which launched near the end of February, 2019, is still live, convincing those in Hong Kong to enjoy Japanese sushi by giving them more than enough reasons. The scale was very much limited to Hong Kong, as it included references to local restaurants and stores where the sushi could be found. And along with the website were banners, bus ads, coop pieces with restaurants and shops, table tops, and a number of on-the-ground events in Hong Kong.
The campaign has been heralded a big success. While pure sales figures have not yet been fully collected, according to the main JFoodo tracking source (Google Analytics) the ‘campaign awareness’ reached an astonishing 58% of all Hong Kong citizens (or 4.4mm citizens out of 7.5mm), while ‘purchase intention’ rose by an equally astonishing 225%.