POWER TO THE PEOPLE by Hakuhodo Tokyo for UTSUNOMIYA CITY OFFICE

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POWER TO THE PEOPLE

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Industry Business equipment & services
Media Promo & PR, Case study
Market Japan
Agency Hakuhodo Tokyo
Director Keiichiro Kyuma
Creative Director Yasuhiro Ishii
Art Director Yasuzumi Aoki
Photographer Takanori Ishii
Editor Satoru Takeuchi
Released August 2012

Credits & Description

Category: Public Sector
Advertiser: UTSUNOMIYA CITY OFFICE
Product/Service: CITY PROMOTION
Branding Producer: Fumiko Kinoshita (Hakuhodo)
Exective Creative Director: Toru Murata (Hakuhodo)
Creative Director: Yasuhiro Ishii (Hakuhodo)
Copywiter: Fumiaki Shimohigashi (Hakuhodo)
Art Director: Yasuzumi Aoki (TBWA hakuhodo)
Workshop Producer: Tamio Nakano (Hakuhodo)
PR Planner: Yasuhiro Takemura (Hakuhodo Products)
Promotion Planner: Disuke Uji (Hakuhodo Products)
Account Exective: Eiju Sugano (Fukushima Hakuhodo)
Account Exective: Hiroya Kumada (Fukushima Hakuhodo)
Director: Keiichiro Kyuma
Chinematographer: Kazuhiro Ogura
Editor: Satoru Takeuchi
Film Producer: Naomi Kawata (Onion Inc.)
Photographer: Takanori Ishii
Media placement: TV Campaign-3spots - Tochigi TV, Alta Vision Shinjuku, Utsunomiya Color Vision, Tokyo Dome Vision - 1 March 2010
Media placement: PR Campaign On TV - Nationwide TV Network Like,NHK, TBS, Fuji TV,TV Asahi And More - 1 March 2010
Media placement: PR Campaign On Nespaper - Nationwide Newspapers Like,Asahi-Newspaper,Yomiuri Newspaper,Tokyo Newspaper,Nik - 1 March 2010
Media placement: Magazine Campaign - Shuukanbunshun,Saraim,JJ,DIME - 1 August 2010
Media placement: Photo Exhibition - 3 Main Shopping Areas In Utsunomiya - 1 March 2010
Media placement: Station Jack Outdoor - JR Utsunomiya Station Western Exit - 1 March 2010
Media placement: Poster Campaign - Tohoku Shinkansen LIne,JR Utsunomiya Station, Tobu Utsunomiya Station, And More - 1 March 2010

Summary of the Campaign
The recession has kept Japan in a slump and Utsunomiya citizens had started to lose pride in their hometown. It was crucial to invigorate the citizens in order to revitalize the city through a promotional measure that is sustainable rather than temporary. We thus implemented a program in which each citizen became a creative director. The citizens, who have become skilled creative directors, continue to make Utsunomiya "fun" with new plans.

The Situation
As Japan’s economic woes deepened, the city of Utsunomiya fell into recession and its inhabitants lost a sense of pride in their home-town.
It turns out they had a lot to be proud about, but the citizens were too reticent to get the message across.
We had to bring about a fundamental change in the way the citizens thought about their town.

The Goal
The goal was to create a program that would make Utsunomiya citizens continuously feel love and pride for their hometown. We aimed to increase the number of participating citizens and activities that resonate with the program. To have as many citizens as possible become involved in the program, we needed the visible result of media coverage in and outside Utsunomiya.

The Strategy
The city campaign needed to be sustainable rather than temporary because a city is not "a new product or a service,” but rather something that “exists forever.” We thus designed a campaign that citizens could believe in and continue by becoming its creative directors.

Execution
Through the “Utsunomiya Pride Creation Volunteer Action” program, in which citizens started to become aware of, and thinking about their pride in their hometown; we developed a new tagline for the city that can be used for the next 100 years: “Utsunomiya: It's fun to live here” (in FY2009).
Regular citizens became the city’s creative directors. They model for and create the promotional posters, commercials, products, and activities and continue to make “Utsunomiya: It’s fun to live here” a reality (in FY2010).

Documented Results
● The citizens’ campaign has been featured over 225 times in the media throughout Japan resulting in the equivalent of over 3.5 million dollars worth of media coverage.
● More than 2,000 citizens acted and developed a new tagline for their hometown.
● More than 200 actions developed by citizens and bodies, related to "Utsunomiiya: It's fun to live here."

Even today, the superb creative talents of the citizens themselves are coming up with other plans to put Utsunomiya firmly on the map.