88 REASONS

Title88 REASONS
BrandJFOODO
Product / ServiceBRAND CAMPAIGN
CategoryB01. Websites
EntrantJFOODO Tokyo, JAPAN
Idea Creation OGILVY JAPAN Tokyo, JAPAN
Production HOGARTH JAPAN Tokyo, JAPAN
Production 2 AMANA Tokyo, JAPAN
Production 3 FLAG Tokyo, JAPAN

Credits

Name Company Position
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
Kentarous Yasunaga Freelance Photographer
Kanako Shirao Freelance Illustrator
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

Background

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.

Describe the creative idea

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. We did this by creating a kind of infinity feel to the website. There was really no end to it, or to the world of Japanese sushi, as it was built in a kind of loop or globe that brought you back to your original starting position if you searched far and wide enough. It became, truly, a traveling journey through the world of Japanese sushi.

Describe the strategy

The target audience was a wide spectrum of Hong Kong citizens, but concentrated on the 18-45 year-old audience that had an appreciation for foreign (non-Cantonese) foods and culture. We wanted to present the vast culture that Japanese sushi contained by giving the visitor ‘88 reasons’ to explore Japanese fish. This included the what, where and why, along with the WOW of sushi. Also, knowing that the most auspicious number in Chinese culture is ‘8’ we created ’88 Reasons’ to further captivate and fascinate our target.

Describe the execution

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.

List the results

The campaign has been heralded a big success. Unique visitors to the campaign grew by an extraordinary 280% over the previous year. JFoodo's main tracking source (Google Analytics) also reports that ‘campaign awareness’ reached 58% of all Hong Kong citizens (or 4.4MM citizens out of 7.5MM), an 18% increase over the previous year, while ‘purchase intention’ rose by an equally astonishing 225%. This has resulted in an overall purchase increase of 25% over last year.

Links
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