|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. 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.
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.
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. 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.