UJI CITY UJI TEA AND THE TALE OF GENJI TOWN

TitleUJI CITY UJI TEA AND THE TALE OF GENJI TOWN
BrandUJI CITY
Product / ServiceTOURISM PROMOTION
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantDENTSU INC. Osaka, JAPAN
Idea Creation DENTSU INC. Osaka, JAPAN
Production DENTSU CREATIVE X INC. Osaka, JAPAN
Production 2 TONGULLMAN Osaka, JAPAN
Production 3 MARRON MUSIC OFFICE Osaka, JAPAN
Production 4 GOSAY STUDIOS Osaka, JAPAN
Post Production PROFILM JAPAN OSAKA, JAPAN

Credits

Name Company Position
RYO FUJII GOSAY studios Creative Director
TOMOKI KOBORI DENTSU INC. Copywriter
TSUBASA SHOJI DENTSU INC. Art Director
KAYA KOIKE DENTSU INC. Music Video Director
TAKURO UEDA DENTSU INC. Account Executive
NORIAKI NISHIMURA DENTSU INC. Promotion Planner
KYOHEI MYOUGA DENTSU INC. Props Production
SHIGEAKI KOBAYASHI Dentsu Creative X Inc. Producer
RYO KANEKO Dentsu Creative X Inc. Producer
HIDEFUMI YONEDA Dentsu Creative X Inc. Technical Director
HIROKI FUKAGAWA TONGULLMAN INC. Game Deveropment
MAKIKO OOBUCHI TONGULLMAN INC. Game Deveropment
KOKI YAMANAKA TONGULLMAN INC. Game Deveropment
SHUWA KAWAMURA TONGULLMAN INC. Game Deveropment
YOSHITAKA NYUNOYA TONGULLMAN INC. Game Deveropment
TOMOAKI TANAKA TONGULLMAN INC. Game Deveropment
AKIHITO HAYASHI Marron Music Office Sound Design
EIJI INUI Profilm Japan Inc. Movie Editor
THE KANMURI Freelance Ending Theme Song

Why is this work relevant for Brand Experience & Activation?

As an alternative to traditional advertising, we developed an action game. We succeeded in not only making people aware of the niceness of the tourist attractions, but also in actually moving people to visit the sites by devising the conditions for clearing the last boss.It successfully introduced gaming culture into the tourism industry and actually made people visit the city. This was a monumental case that opened up the possibilities of games in advertising.

Background

Uji City is home to many world heritage site and is also known for its tea production. However, despite its history, young people are not interested in this City.

Describe the creative idea (20% of vote)

We took four years to create "an action game that makes you want to visit Uji City" by incorporating game culture into the tourism industry.

Describe the strategy (20% of vote)

The game features stages and characters based on tourist attractions, and you can find out the charm of Uji City just by playing it... and that's not all.The game was designed to acquire the user's GPS information and make it impossible to defeat the final boss if you are not in Uji City. We created ""A game in which you have to visit Uji City"".

Describe the execution (30% of vote)

Uji City is a small city. It's not easy to raise money for the game production. By using crowdfunding, we were able to raise 6.34 million yen, which makes half of the production cost. To do so, we placed the supporters’ faces on some of the game characters, and the logos of the supporting companies on the billboards placed in the stage. We also succeeded in increasing engagement.

List the results (30% of vote)

It reached 25,000 downloads! (iOS App Store Action Genre Rank #14)Despite the requirement that you have to visit Uji City to finish the game, 1400 people actually did it!It was a time when tourism was devastated by the Covid-19, but a number of people came to Uji City to clear the game.It successfully introduced gaming culture into the tourism industry and actually made people visit the city. This was a monumental case that opened up the possibilities of games in advertising.

Links
Application URL