Japan Maritime Self-Defense Forces Promo, Case study SALUTE TRAINER by Hakuhodo Tokyo


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Industry Recruiting, Public awareness
Media Promo & PR, Case study
Market Japan
Agency Hakuhodo Tokyo
Director Waki Rokutan
Art Director Junichi Kurata
Producer Toru Suzuki
Editor Ryusuke Fukushima
Released November 2010

Credits & Description

Category: Best Use of Mobile Devices
Product/Service: RECRUITMENT
Date of First Appearance: Dec 1 2010
Entrant Company: HAKUHODO, Tokyo, JAPAN
Entry URL: http://www.mod.go.jp/msdf/formal/iapp/index.html
Creative Director/Corywriter: Kenta Ikoma (Hakuhodo)
Creative Director/Account Supervisor: Shota Hatanaka (Hakuhodo)
Art Director: Junichi Kurata (Hakuhodo)
PR Planner: Takeshi Muro (Hakuhodo)
Agency Producer/Producer: Hirofumi Nobuta (Hakuhodo)
Photographic Producer: Hisako Sudo (Hakuhodo)
Producer: Toru Suzuki
Director: Waki Rokutan (Hakuhodo)
Production Manager: Hayato Arakawa (Hakuhodo)
Production Manager: Tomohiro Oguchi (Hakuhodo)
DOP: Takahiro Kojima (Hakuhodo)
Photographer/2nd Camera Operator: Hiroki Oguri (Hakuhodo)
Gaffer: Hiroyasu Sakaguchi (Luce)
Editor: Ryusuke Fukushima (Hakuhodo)
Planner/Assistant Director: Yukako Nomura (Hakuhodo)
Programmer: Hideyuki Aida (Idaten)
Programmer: Satoru Higa
Photo Retoucher: Yosuke Mochizuki
Casting: Natsumi Sakuma
PR planner: Tatsuya Yoshio (Ozma)
Media placement: Application - iTunes App Stores - 1 December 2010
Media placement: Website - JMSDF official website - 1 December 2010
Media placement: Viral Movie - Youtube - 4 December 2010
Media placement: Event - Military bases - 4 December 2010

Insights, Strategy & the Idea
The Japan Maritime Self-Defence Forces is an organization which defends human life and sustains peace in Japan. Due to this fateful mission, hard inner discipline is expected of Self-Defence Forces officers.

However, attitudes among the younger generation have drastically changed and the number of applicants has been on the decline. Furthermore, the national budget has been downsized and there were no media costs for recruitment of the JMSDF.

Our challenge was to increase the number of applicants by creating a new connection with the young.

Creative Execution
We created a mobile training application, SALUTE TRAINER.
SALUTE TRAINER allows people to practice a “Salute” of Self- Defence Forces officers.
We took accurate measurements from the perfect salute and programmed the results into the SALUTE TRAINER.

Not only does SALUTE TRAINER teach users the perfect salute, but those who achieved excellent results received an e-mail containing an enrolment form, and even awards directly from self-defence officials. So in fact, SALUTE TRAINER was a “Stealth Recruitment Project”.

In addition, we held saluting events at military bases nationwide and produced original goods to support salute training. Users also could receive practical advice from self-defence officials via Twitter.

As a result, the word of SALUTE TRAINER spread widely.

Results and Effectiveness
・100,000 people participated in salute training. In total, 3 million salutes were performed across the country.
・it generated over $3 million worth of free publicity with 0 media costs.
・It was ranked the No.1 application in the iTunes Apps Store.
・As a result, JMSDF applicants reached 113% compared to the previous year.

But most of all, SALUTE TRAINER succeeded in passing the spirit of JMSDF to the younger generation.