CHECKUP CHAMPIONSHIP

TitleCHECKUP CHAMPIONSHIP
BrandHDY HOLDINGS, THE UNIVERSITY OF TOKYO, ADVANCED INDUSTRIAL SCIENCE & TECHNOLOGY
Product / ServiceHEALTH IMPROVEMENT PROGRAM
CategoryA02. Healthcare
EntrantHAKUHODO KETTLE INC. Tokyo, JAPAN
Idea Creation HAKUHODO KETTLE INC. Tokyo, JAPAN
Idea Creation 2 HAKUHODO INC. Tokyo, JAPAN
Production HAKUHODO I-STUDIO Tokyo, JAPAN
Production 2 HAKUHODO PRODUCT'S INC. Tokyo, JAPAN

Credits

Name Company Position
Shota Hatanaka HAKUHODO Kettle Inc. Creative Director
Shinya Tokuhisa Hakuhodo DY Holdings Inc. Strategic Planner
Takahiro Nagai HAKUHODO Kettle Inc. Art Director
Takashi Marukawa HAKUHODO Kettle Inc. Planner
Yuichiro Oku HAKUHODO Kettle Inc. Planner / Copywriter
Shori Ooki HAKUHODO Kettle Inc. PR Planner
Yuri Matsumoto Hakuhodo DY Holdings Inc. Strategic Planner
Mariko Noguchi Hakuhodo Inc. Strategic Planner
Kengo Tatsuzawa HAKUHODO I-STUDIO Inc. Interactive Director
Rintaro Matsuyama HAKUHODO I-STUDIO Inc. Interactive Planner
Yota Odaka HAKUHODO I-STUDIO Inc. Technical Director
Muu Narioka HAKUHODO I-STUDIO Inc. Director
Munehiro Goto HAKUHODO I-STUDIO Inc. Director
Takumi Maezawa HAKUHODO I-STUDIO Inc. Web Designer
Tomonori Nomura HAKUHODO I-STUDIO Inc. Lead Frontend Engineer
Naoto Tanioka HAKUHODO I-STUDIO Inc. Frontend Engineer
Takuya Ishigaki HAKUHODO I-STUDIO Inc. Frontend Engineer
Yosuke Sakanaka HAKUHODO I-STUDIO Inc. Frontend Engineer
Satoshi Tanaka HAKUHODO I-STUDIO Inc. Lead Backend Engineer
Kazunari Kikuchi HAKUHODO I-STUDIO Inc. Backend Engineer
Kota Toda HAKUHODO I-STUDIO Inc. Backend Engineer
Yukie Takahashi HAKUHODO I-STUDIO Inc. Infrastructure Engineer
Natsumi Dakeshita HAKUHODO I-STUDIO Inc. Infrastructure Engineer
Shun Nagata HAKUHODO PRODUCT'S INC. Movie Director
Yusuke Oka HAKUHODO PRODUCT'S INC. Still Photographer
Hitoshi Motomura HAKUHODO PRODUCT'S INC. Movie Photographer
Yuta Yamazaki Freelance Stylist
Atsushi Yamaguchi Freelance Hair & Makeup
Yuji Hatakeyama HAKUHODO PRODUCT'S INC. Still Retoucher
Jun Urata HAKUHODO PRODUCT'S INC. Movie Colerist
Haruka Sato HAKUHODO PRODUCT'S INC. Producer
Kaede Okuno HAKUHODO PRODUCT'S INC. Producer

Why is this work relevant for Brand Experience & Activation?

Because “CHECKUP CHAMPIONSHIP” encouraged employees to take action for their own health improvement by changing the annual health checkup to a competition which each employee would compete against each other. By utilizing the health data that until now was only given back to each individual, a competition was created where each employee competes for health improvement.

Background

Health consciousness is now increasing throughout the world. And companies also feel that they have a social responsibility to maintain the health of their employees. But maintaining the health of a large number of employees is not easy. So we focused on the “Health Checkup”, an annual event when each person faces their health. To motivate employees to become health conscious, we changed the yearly health checkup to something that people can be more enthusiastic about, like sports.

Describe the creative idea (20% of vote)

“CHECKUP CHAMPIONSHIP” The world’s first health competition, where employees using health data compete amongst themselves to see how much their health has improved over the year. A new service was developed as an industry-academia-government organization project to motivate employees to become health conscious.

Describe the strategy (20% of vote)

The “Annual” health checkup is required to be taken by all employees once a year. Until now, the health data and results were only used by companies as feedback to each employee. A competition for health improvement, “Data Olympics”, was designed by integrating an individual’s health data. “CHECKUP CHAMPIONSHIP” The world’s first health competition, where employees using health data compete amongst themselves to see how much their health has improved over the year. A new service was developed as an industry-academia-government organization project to motivate employees to become health conscious.

Describe the execution (30% of vote)

“Competitions” 9 categories were made based on 6 major tests conducted during the health checkup (blood pressure, blood sampling, eyesight, urine analysis, waist measurement, body measurement). To be awarded, participants compete amongst themselves in every category based on their health improvement in a year. “Yearly health improvements were kept as scores” Health data was visualized so the improvement could be seen easily, and it was given as feedback to each participant. "Motivate health improvement action" A variety of educational events were offered to enlighten participants about exercise and diet meals so they can prepare themselves for the CHECKUP CHAMPIONSHIP.

List the results (30% of vote)

About 2,000 people participated in the first "CHECKUP CHAMPIONSHIP". The event that changed the yearly health checkup to a "competition" successfully improved the health condition of employees. Detailed results are as follows. - 78.9% of employees improved their health (compared to last year). - One in three people noticed an improvement in metabolic syndrome. - One in two people decreased their risk of becoming diabetic. - One in two people improved erratic blood pressure. - One in three people improved erratic liver function. Now, several leading companies have introduced the CHECKUP CHAMPIONSHIP to an annual health checkup of their company. Patent now pending for the CHECKUP CHAMPIONSHIP.

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