OKUNAWA [video] by Hakuhodo Kansai Osaka for Okinawa Prefecture

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OKUNAWA [video]

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Industry Transport, travel & tourism
Media Direct marketing, Case study
Market Japan
Agency Hakuhodo Kansai Osaka
Creative Director Yoshiyuki Tsuchiya
Art Director Shinnosuke Kishishita
Designer Ayumu Hirosue, Yuko Okura
Photographer Kozo Fukuoka
Production TASHIZAN
Released March 2013

Credits & Description

Advertiser: OKINAWA PREFECTURE
Agency: HAKUHODO, TASHIZAN
Category: Social Media & Viral Marketing
Designer: Ayumu Hirosue (Babagump Incorporation)
Photographer: Kozo Fukuoka (Fukuoka Kozo Office)
Planner: Naoya Morisako (Tashizan)
Account Director: Seiro Hadana (Adstaff-Hakuhodo)
Secretary: Sachiyo Irinamihira (Adstaff-Hakuhodo)
Planner: Chie Tanahashi (Tashizan)
Account Director: Ryo Taira (Adstaff-Hakuhodo)
Writer: Taki Hattori (Tashizan)
Art Director: Shinnosuke Kishishita (Astrakan Osaka)
Creative Director: Yoshiyuki Tsuchiya (Hakuhodo Kansai Office)
Designer: Yuko Okura (Astrakan Osaka)
Implementation
The transient campaign is over at the same time as an advertising appropriation runs out. We thought to need the structure that isolated islanders themselves could send the islands' local information, sell farm products, and take over to children after 10 years ago. The structure was named 'OKUNAWA'. It means the depth of Okinawa. Main platform is Facebook, 5 islanders made Facebook account of their islands. Though first, there were many islanders who had hardly touched even a PC, we began with the typing of keyboards for island's elderly. It's very small start and takes time, but we thought activity of islanders themselves was very important.
Client Brief Or Objective
Our client, Okinawa prefecture in Japan, is the southernmost one surrounded by the sea on all sides. And in Okinawa, there are 39 isolated islands. Though Okinawa's key industries are sale of farm product and sightseeing, tourists visiting these 5 isolated islands (Aguni island, Kitadaito island, Minamidaito island, Tonaki island, Tarama island) were less than 10,000 a year. Okinawa prefecture wanted tourists to know these 5 isolated islands and buy farm products more.
Outcome
All was start from zero. But, 'OKUNAWA' got over 32,000 likes and became No.1 Okinawa's information Facebook. And TV, newspaper, magazine and web news media....Over 100 media reported 'OKUNAWA' as most successful Japanese local government Facebook. Monitor tour for general people came more than 1,500 applications. And 'OKUNAWA isolated island bottle' sold more than 3,000 sets and sold out. Now, we are making new one with convenience stores. Plus, it was decided bottles were sold in the biggest department store in Okinawa from July 2013. Future, it was decided to run 'OKUNAWA' by hand of islanders, not us and Okinawa prefecture.
Execution
Islanders started to photograph and post islands’ beautiful landscape, farms, primary school children's motto and so on with their pristine and emotional comments by using their mobile phone in Facebook. And they connected to many people outside and became active. 1. They made and managed 'OKUNAWA's official website. It's a beautiful photo gallery selected by so many islander's Facebook photos. 2. They made 10 special processed foods named 'the OKUNAWA isolated island bottle'. It's made of their farm and sea products(e.g. sea salt, brown cane sugar, island carrot, rum and so on). And it's sold at Okinawa's convenience stores and an airport as traveler’s gifts. 3. They started influencer's monitor tour. They invite and guide power bloggers, twitter users and Facebook users to islands' good places.