HANASAKE NIPPON! by Hakuhodo Tokyo for A Group Of Hanasake Nippon

HANASAKE NIPPON!

Pin to Collection
Add a note
Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Japan
Agency Hakuhodo Tokyo
Creative Director Makoto Takahashi
Art Director Yuki Tokuno
Released March 2011

Credits & Description

Category: Best Use of Media Relations
Advertiser: A GROUP OF HANASAKE NIPPON
Product/Service: EARTHQUAKE APPEAL
Creative Director: Makoto Takahashi (Hakuhodo)
Art Director: Yuki Tokuno (Hakuhodo)
Planner: Yuri Yamamoto (Hakuhodo)
Media placement: website - YouTube - 30/03/2011

Summary of the Campaign
To sweep away the "mood of self-restraint" blanketing the whole of Japan, that had also been pushed by the government since the great earthquake disaster of 3/11, in order to protect Japan from secondary economic losses. Not with short-term donations but rather by supporting the disaster area’s recovery through continued consumption.

The Situation
Since March 11th, 2011, Japan went into mourning for victims.
The Japanese people have fallen into a type of depression called “self-restraint”

The Goal
To sweep away the “mood of self-restraint” blanketing the whole of Japan, that had also been pushed by the government since the great earthquake disaster of 3/11

The Strategy
Disaster area’s sake-brewers broadcast their message to encourage “hanami” via YouTube. The crux of their message was not "HELP!" but "Enjoy!", not "Donate!" but “Drink!”. Establishing an official website to be the hub and using social media to spread the message. Create and distribute posters from people with their personal messages of support. PR promotion through mass media. Developed the campaign and sales space linked to participating ecommerce websites, restaurants and major retail chains. Many more people gathered under the cherry blossoms than previous years.

Execution
Sakebrewer’s sales had fallen to below 40 percent than usual soon after the earthquake, but their sales rose three to five times over the average year. Restaurants, major retail chains, leading ecommerce websites nationwide have declared their endorsement.

Documented Results
The message, "Enjoy!" is the most effective word, more than any words from governors or specialists. The major broadcasting networks and newspaper companies transmitted this movement to the whole world.
Governors of the Tohoku region held official press conferences asking people “not to exercise excessive restraint”. Finally, the prime minister followed. The voices of support and encouragement reached from all over the world.

Type of Media:
- 7 Video series message from sake-brewers
- Support videos from prominent public figures
- Official website
- Facebook Page
- Free use posters
- Ecommerce website’s special sales space /retail store’s sales space/support campaigns at restaurants