| Title | UJI CITY UJI TEA AND THE TALE OF GENJI TOWN |
| Brand | UJI CITY |
| Product / Service | TOURISM PROMOTION |
| Category | A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
| Entrant | DENTSU 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 |
| 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 |
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.
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.
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.
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"".
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.
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.