Japan Maritime Self-Defense Forces: SALUTE TRAINER by Hakuhodo Tokyo for Japan Maritime Self-Defense Forces

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Japan Maritime Self-Defense Forces: SALUTE TRAINER

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Industry Recruiting, Public awareness
Media Promo & PR
Market Japan
Agency Hakuhodo Tokyo
Director Waki Rokutan
Art Director Junichi Kurata
Producer Toru Suzuki
Editor Ryusuke Fukushima
Released June 2011

Awards

Cannes Lions 2011
PR Lions Public Sector Silver

Credits & Description

Type of Entry: Sectors & Services
Category: Public Sector
Advertiser/Client: JAPAN MARITIME SELF DEFENSE FORCES
Product/Service: ARMED FORCES RECRUITMENT
Entrant Company: HAKUHODO Tokyo, JAPAN
PR/Advertising Agency: HAKUHODO Tokyo, JAPAN
Creative Director/Copywriter: 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 Products)
Photographic Producer: Hisako Sudo (Hakuhodo Products)
Producer: Toru Suzuki ()
Director: Waki Rokutan (Hakuhodo Products)
Production Manager: Hayato Arakawa (Hakuhodo Products)
Production Manager: Tomohiro Oguchi (Hakuhodo Products)
Director of Photography: Takahiro Kojima (Hakuhodo Products)
Photographer/2nd Camera Operator: Hiroki Oguri (Hakuhodo Products)
Gaffer: Hiroyasu Sakaguchi (LUCE)
Editor: Ryusuke Fukushima (Hakuhodo Products)
Planner/Assistant Director: Yukako Nomura (Hakuhodo Products)
Programmer: Hideyuki Aida (IDATEN)
Programmer: Satoru Higa ()
Photo Retoucher: Yosuke Mochizuki ()
Casting: Natsumi Sakuma ()
PR Planner: Tatsuya Yoshio (OZMA)
Describe the campaign/entry:
The Japan Maritime Self-Defense Forces is an organization which sustains peace in Japan.
Due to this fateful mission, hard inner discipline is expected of Self-Defense Forces officers. However, attitudes among the young have drastically changed and many no longer aspire to this profession.
Our challenge was to refocus young people’s attention on the Self Defense Forces, and increase the number of applicants.
As a solution, we created a mobile training application; 'Salute Trainer.'
'Salute Trainer' allows people to practice a "Salute" of Self-Defense Forces officers.
A "Salute" is a very important action that expresses inner discipline in the military forces.
We launched 'Salute Trainer' on the anniversary of the Self-Defense Forces.
At the same time, we held saluting events at military bases nationwide and produced original goods to support salute training.
In addition, the ranks and evaluations of participants were monitored by JMSDF recruiters.
Those who reached a certain rank received a recruitment e-mail, and even awards directly from JMSDF officials. 'Salute Trainer' was a "Stealth Recruitment Project."
As a result, 100,000 participants, $3 million worth of free publicity with 0 media costs, No.1 application in the iTunes Apps Store, JMSDF applicants reached 113% compared to the previous year.
Describe the brief from the client:
Our goals were to refocus young people’s attention on the Self Defense Forces, and increase the number of applicants with only a limited budget.
Results:
・Over 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 the JMSDF to the younger generation.
Execution:
We created a mobile training application; 'Salute Trainer.'
'Salute Trainer' allows people to practice a "Salute" of Self-Defense Forces officers.
We took accurate measurements from the perfect salute and programmed the results into the 'Salute Trainer.'
We launched SALUTE TRAINER on the anniversary of the Self-Defense Forces.
At the same time, we held saluting events at military bases nationwide and produced original goods to support salute training.
In addition, the ranks and evaluations of participants were monitored by JMSDF recruiters.
Those who reached a certain rank received a recruitment e-mail, and even awards directly from JMSDF officials. SALUTE TRAINER was a“STEALTH RECRUITMENT PROJECT”.
The Situation:
The Japan Maritime Self-Defense Forces is an organization which sustains peace in Japan.
Due to this fateful mission, hard inner discipline is expected of Self-Defense Forces officers. However, attitudes among the young have drastically changed and many no longer aspire to this profession. Furthermore, the national budget has been downsized and there were no media costs for recruitment of the JMSDF.
So we needed to launch the PR campaign for the recruitment of the younger generation.
The Strategy:
Though at first glance they may seem far apart, we wondered: what is something that links the JMSDF and the younger generation? We found one solution to this question. It is an action which everyone has done at least once in their lives. That action is a "Salute."
A "Salute" is a very important action that expresses inner discipline in the military forces. And also, a Salute is a familiar gesture to the civilian public and an element that links the JMSDF and the younger generation.