Iwaki City Promo, Case study THE DOUBT BUSTERS by Dentsu Inc. Tokyo

Adsarchive » Promo , Case study » Iwaki City » THE DOUBT BUSTERS

THE DOUBT BUSTERS

Pin to Collection
Add a note
Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Director Futoshi Takashima
Executive Creative Director Taketo Suzuki
Art Director Shunichi Sato
Producer Yuichi Ishizuki
Photographer Satomi Honda
Account Supervisor Masaru Yokota, Mami Ogawa
Strategic Planner Hidekatsu Sugamoto
Released October 2011

Credits & Description

Category: Public Sector
Advertiser: IWAKI CITY
Product/Service: IWAKI FARMING PRODUCTS
Agency: DENTSU
Executive Creative Director: Taketo Suzuki (Dentsu Tokyo)
Creative Director/Copywriter: Yoji Sakamoto (Dentsu Tokyo)
Art Director: Shunichi Sato (Dentsu Tokyo)
Agency Producer: Hideto Kato (Dentsu Tokyo)
Account Manager: Hideyuki Hirai (Dentsu Tokyo)
Account Supervisor: Masaru Yokota (Dentsu Tokyo)
Account Supervisor: Mami Ogawa (Dentsu Tokyo)
Strategic Planner: Hidekatsu Sugamoto (Dentsu Tokyo)
Contents Planner: Masaya Mitsuyoshi (Dentsu Tokyo)
Producer: Yuichi Ishizuki (Copla Co.)
Director: Futoshi Takashima
Cinematographer: Masanori Ohshima (Image Works)
Photographer: Satomi Honda (Fukushima Infomation Reasearch And Management Corporation)
Media placement: Website - Http://www.misemasu-Iwaki.jp/ - 1-Oct-2011
Media placement: Live Stages - Porepore Theater - 15-Dec-2011
Media placement: Outdoor - Street Vision - 15-Dec-2011
Media placement: Radio - SEAWAVE - 15-Oct-2011

Summary of the Campaign
Iwaki city is located about 30 kilometres away from the nuclear plants, which caused the meltdowns after the earthquake. Fortunately, due to the direction of wind-flows and other natural factors, Iwaki’s farming-products had to suffer only from very-short-lasting contamination. The government announced that they were already safe, but the suspicion in people’s mind overwhelmed them. The sales of the farm-products dropped sharply.

We thought it would be effective to bring a humour to the communication tactics to open up people’s minds. We had our eye upon 'Rakugo-ka'.

'Rakugo-ka' is a traditional Japanese guild of one-man-style storytelling comedy, and they are loved and respected by all generations. Iwaki city appointed 4 Rakugo-ka masters as 'The Doubt Busters'. They visited the farmers in Iwaki City to humorously, yet truthfully, report their efforts and gain people’s trust.

Their reports were uploaded to the campaign website along with the results of the radioactive tests. The reports were also covered in Facebook, street visions, and other media. The Doubt Busters even shared their experiences in their live performances.

In the end, the campaign was favorably introduced by many news-media. The ratio of people who don’t buy Iwaki farm-products because of untrustworthy safety announcements decreased to 26.2% from 36.8%. The sales volume of major Iwaki farm-products in October increased 255% from that of March, the month of disaster.

We entered PR Lions with regard to our success of changing people's perception and action by repainting people's doubt with trust.

The Situation
After the meltdowns, people were suspicious of all information, because there were so many rumours and they didn't know what to believe. Therefore, even when the government announced that Iwaki farm-products were safe, people did not believe it. Iwaki had to find someone who could report the truth and liberate people from suspicion.

The Goal
Our goal was to revive Iwaki agriculture by repainting people’s doubt on Iwaki farm-products with trusts.

Our target was the consumers in Japan who became suspicious to all information.

The Strategy
After the meltdowns, people were suspicious of any information received because there were so many rumours and they didn't know what to believe.

In a situation like this, we thought it would be effective to bring in humour to the communication tactics, in order to open up people’s mind. This insight brought us to 'Rakugo-ka'.

'Rakugo-ka' is a traditional Japanese guild of one-man-style storytelling comedians; they are loved and respected by all generations. So, we proposed that Iwaki City appoint Rakugo-ka masters as, 'The Doubt Busters' and let them repaint people’s doubts about Iwaki farm products with trust.

Execution
For the first step, on October 1st, the website disclosing all the radioactive test-results of Iwaki farm products was launched. 3 days later, the Iwaki government implemented a press-conference to publicly declare the appointment of 4 Rakugo-ka masters as The Doubt Busters'.

On the website, they periodically updated their movies that humorously and truthfully reported the daily efforts of Iwaki farmers, so that people visited the website could observe the test results and learn about the Iwaki agriculture.

The reports were also broadcast on Facebook, street visions, and other media as planned. In addition to that, The Doubt Busters mentioned about their experiences in their live performances. This activity is on-going.

Documented Results
- In the end, the campaign was favorably covered by many news media. The total of 1.9m US dollars' worth of exposures was created from our activity with a budget of only 85,000 US dollars.

- The sales volume of major Iwaki farm-products in October has increased 255% from that of March, the month of disaster.

- The ratio of people who don’t buy Iwaki farm products because of untrustworthy safety announcements has decreased to 26.2% from 36.8%.

- The Doubt Busters contributed to the revival of Iwaki agriculture by repainting people’s doubt with trust.