Hakuhodo Promo, Case study BECOME A LEGEND 2013 by Hakuhodo I-Studio

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Industry Advertising agencies, Business equipment & services, Recruiting
Media Promo & PR, Case study
Market Japan
Agency Hakuhodo I-Studio
Creative Director Jutaro Mochizuki
Art Director Jutaro Mochizuki
Designer Eri Hosokawa, Shohei Hasegawa
Producer Yu Ogawa, Rei Takada
Illustrator Eri Hosokawa, Tomoya Ikeda
Released December 2011

Credits & Description

Category: Best Use of Digital PR
Product/Service: RECRUTING SITE
Creative Director: Jutaro Mochizuki (Hakuhodo I-Studio)
Art Director: Jutaro Mochizuki (Hakuhodo I-Studio)
Planner: Jutaro Mochizuki (Hakuhodo I-Studio)
Planner: Taehan Yoo (Hakuhodo I-Studio)
Technical Director: Taehan Yoo (Hakuhodo I-Studio)
Designer: Shohei Hasegawa (Hakuhodo I-Studio)
Designer: Eri Hosokawa (Hakuhodo I-Studio)
Illustrator: Eri Hosokawa (Hakuhodo I-Studio)
Illustrator: Tomoya Ikeda (Hakuhodo I-Studio)
Html Coder: Naoki Ueno (Hakuhodo I-Studio)
Flash Developer: Shugo Saito (Hakuhodo I-Studio)
Copy Writer: Haruka Shirakata (Hakuhodo I-Studio)
Programmer: Yuto Kumon (Hakuhodo I-Studio)
Producer: Yu Ogawa (Hakuhodo I-Studio)
Producer: Rei Takada (Hakuhodo I-Studio)
Cameraman: Takahiro Kiuchi (Hakuhodo I-Studio)
Creative Supervisor: Tomoko Nakayama (Hakuhodo I-Studio)
Sound: Yuuki Ono (Wondrous)
Media placement: Digital PR - http://kar.i-studio.co.jp/ - 1 December 2011

Summary of the Campaign
As a web production company looking to hire recent graduates, we hoped to attract and recruit the best young minds. The answer was not to simply present beautiful graphics to lure them in, but to make the future of their success at this company palpable enough to instill great interest.

With this, we created a special site for students interested in jobs at our company. Students were able to experience a day at Hakuhodo's I-studio through a game on this site.

Users create their own personalised I-studio business card, gather advice from employees, and gain 'on-the-job experience'.

The Situation
There are many college students who wish to work in the web industry in Japan. Even with this trend, Hakuhodo I-studio has not been the most popular choice for job-seekers. With the decrease in job applications, we struggled to think of ways to recruit the brightest students.

The Goal
To attract more quality students to apply to Hakuhodo I-studio. Furthermore, to increase awareness of Hakuhodo I-studio.

The Strategy
We created a site in which anyone could 'work' at Hakuhodo I-studio. Through a game on our site, users could work hand-in-hand with actual employees to try to become 'legend creators'. With this, users can experience the excitement that comes with working at Hakuhodo I-studio.

The site was mainly open from December 1st, 2011 to March 31st, 2012.
Apart from this site, an exclusive event for students who became "'egend creators' was held. Through this, we were able to pull the site experience out of the web and into the real world.

Documented Results
Job applications increased 126% since last year.
The site was picked up by various media outlets and gained much attention. Our site became the number 1 in search rankings and also in the number of 'likes', out of all other Japanese web productions.