KOBAYASHI CITY DEPARTMENT OF SIMCITY BUILDIT

TitleKOBAYASHI CITY DEPARTMENT OF SIMCITY BUILDIT
BrandKOBAYASHI CITY,ELECTRONIC ARTS K.K.
Product / ServiceSIMCITY BUILDIT
CategoryG01. Local Brand
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
PR DENTSU PUBLIC RELATIONS Tokyo, JAPAN
Production TAKI CORPORATION Tokyo, JAPAN
Production 2 HANABI-YA Miyazaki, JAPAN
Production 3 TOW CO.,LTD Tokyo, JAPAN
Production 4 TYO DRIVE Tokyo, JAPAN

Credits

Name Company Position
Yasuharu Sasaki DENTSU INC. Executive Creative Director
Akira Suzuki DENTSU INC. Creative Director
Yusuke Koyanagi DENTSU INC. Creative Director / Art Director
Kenta Isobe DENTSU INC. Copywriter / Planner
Koyu Numata DENTSU INC. Copywriter
Takahiro Onishi DENTSU INC. Art Director
Hiroshi Kikui DENTSU INC. Account Executive
Masao Okada DENTSU INC. Account Executive
Mako Nakamura DENTSU INC. Account Executive
Takashi Kibe TOW CO.,LTD Producer
Satoshi Kato TOW CO.,LTD Creative Team
Kiminori Soga TOW CO.,LTD Creative Team
Kazuki Ohashi TOW CO.,LTD Creative Team
Kiichi Toyama HANABI-YA Director
Kana Nukumizu HANABI-YA Film Production Manager
Haruki Uchida TAKI corporation Graphic Producer
Yuki Yoshimura TAKI corporation Designer
Yohei Nemoto Dentsu Public Relations Inc. PR Planner
Suguru Kato Dentsu Public Relations Inc. PR Planner
Yuki Saito Dentsu Public Relations Inc. PR Planner
Yuta Harasawa TYO-drive Film Producer
Kazunori Kato TYO-drive Film Producer
Yoshie Harada TYO-drive Film Production Manager
Tomomi Komazaki TYO-SPARK Director
Shunichi Yamashita SHOEI INC. Producer
Naoki Ibusuki Neuromagic Co., Ltd. Web Producer

Why is this work relevant for Media?

We established “Department of SimCity BuildIt” in Kobayashi city Miyazaki prefecture as a totally new regional creation project. People Create a new city using SimCity BuildIt to facilitate discussions about an ideal city. This was the World First Dream Regional Creation Collaboration. SimCity BuildIt Used to Establish Department. This work produced an unprecedented business impact, as well as social impact through creation of a media called "department" beyond the advertising. Therefore, this initiative suitable for the Media category.

Background

Kobayashi City in Miyazaki prefecture was designated as a "city at risk of disappearing" in 2014 by the Japan Policy Council's Depopulation Problem Subcommittee. Overall, Miyazaki Prefecture leads all other 47 prefectures across Japan in terms of 2016 and 2017 high school graduate outflow rates, making efforts to stem the outflow of people from Kobayashi and Miyazaki a serious issue. To inculcate an interest in city planning among the younger generation, brand new solution was needed.

Describe the creative idea/insights (30% of vote)

We established “Department of SimCity BuildIt” in Kobayashi city Miyazaki prefecture as a totally new regional creation project. The Department is an initiative approved by the Mayor aimed at creating a new city using SimCity BuildIt to facilitate discussions about an ideal city. Comprehending and envisioning plans for urban development through conventional documentation is a difficult task. The visualization enjoyed in popular video games is, well, game changing. It allows everyone to join in the discussion and planning process. The department is a virtual organization that encourages younger generations to think about city planning. It is staffed by Mayor, Kobayashi City employees and students from Miyazaki Kenritsu Kobayashishuho High School. Its workshops began in late september 2018, These Department workshops began in late September, and over the course of approximately three months, students created their ideal city.

Describe the strategy (20% of vote)

The Department cooperated with public high school, and it is staffed by Kobayashi City employees and students from Miyazaki Kenritsu Kobayashi-shuho High School, where SimCity BuildIt is used as a teaching material in an official learning program utilizing integrated study time in which students imagine ideal futures for Kobayashi City visualized using this familiar city planning game. The ideal city means something different to each person. Through these workshops, we intend younger generations to take a fresh look at the place where they live, become interested in city planning and develop into the human resources needed to create a new era in Kobayashi City.

Describe the execution (20% of vote)

The city planning meeting began in late September, and over the course of approximately three months, each members created their ideal city. By encountering issues arising in the cities they created and exploring ways of resolving them, the students learned about the enjoyment and significance of participating in city planning. The Department is planning a variety of future activities. Activity reports are updated as necessary on the Department website and an activity briefing is planned for mid-December where Kobayashi City employees and residents will present their future visions for the city. In conjunction with the establishment of the Department, We create the movie for this department, and distributed on YouTube. Also, numerous key visuals are released. Signs and posters featuring the Department logo are displayed throughout Kobayashi City Hall, Department staff wear logo-embroidered polo shirts as a uniform or logo pins on the lapel of their suits.

List the results (30% of vote)

・Advertising expenditures in terms of the amount was about 300 millions. ・350+ MEDIA EXPOSURE ・250M MEDIA IMPRESSION This campaign increased app downloads by 275%. The proposed ideas for urban planning by the SIMCITY Department were approved, and cloud funding in support of implementation will start in June 2019. A plan created by high school youths using a virtual game is changing the real world. On top of this success, other governments have started showing interest, and Kariya City in Aichi Prefecture is planning on establishing a SIMCITY department in 2019. * For personal information protection, We change the account names of twitter in caseflm to fictitious name.

Please tell us about the brand in relation to the locality or market where the product/service is distributed

Sim City, a town development game, has many fans. However, young people are overwhelmingly few. Electronic Arts K.K. who made it had to win the youth fans. On the other hand, in Japan, young people's interest in urban development is very low. In particular, Kobayashi City, Miyazaki Prefecture, has many young people left their hometowns and has finally been recognized as a potential city of extinction. Therefore, we created a mechanism in the Kobayashi City to create a Sim City section authorized by the mayor, and to have them become interested in their own town through Sim City buildit.

Links
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