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Cannes Lions 2008

Tipo de premio: Advertising Awards

Social Media Save The Earth

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Sector Servicios de internet, Social Services (en)
Media Prensa, revistas y periódicos, Ambiente, Digital, Ambiente media, Promo / PR, Design & Branding, Case study
Mercado Japón
Agencia Hakuhodo Kettle Tokyo
Creative Director Takumi Oguri, Kazuaki Hashida
Art Director Jeong-Ho Im
Copywriter Takeshi Okamoto
Publicado marzo 2008


Cannes Lions 2008
Promo - Silver

Creditos y descripciones

Type Of Entry: Use of Media
Category: Best Use of Digital Media In A Promotional Campaign
Advertiser/Client: NTT RESONANT
Product/Service: SOCIAL MEDIA
Advertising Agency, City: HAKUHODO KETTLE, Tokyo
Country: JAPAN
Sales Promotion/Advertising Agency, City: HAKUHODO KETTLE, Tokyo
Country: JAPAN
Company: Hakuhodo, JAPAN, Tokyo
Copy Writer: Takeshi Okamoto
Creative Director: Takumi Oguri
Planner: Kazuaki Matsui
Account exective: Kari Inoue
Account exective: Takaki Kobayashi
Viral Cordinator: Yoshiyuki Tsuchiya
Company: Kayac, JAPAN, Tokyo
TechnicalDirector: Takashi Nagayasu
Flash Developer: Yosuke Doke
Flash Developer: MURAKEN
Flash Developer: Seigo Tnanaka
Flash Animator: Takehiro Shimada
Web Designer: Kohei Nishikawa
Projectmanager: HIiroo Suzuki
Company: Adsalt, JAPAN, Tokyo
Designer: Goichi Nagakawa
Designer: Manabu Suzuki
Company: TOW, JAPAN, Tokyo
Producer: Hikaru Tokuyama
Producer: Yoichiro Udono
Producer: Hiroki Takeshita
Producer: Shingo Yamaguchi
Company: Hakuhodo Products, JAPAN, Tokyo
PR Director: Kotaro Ishikawa
Company: 777interactive, JAPAN, Tokyo
Web Director: Junya Masuda
Company: Seaseed, JAPAN, Tokyo
Coral Dad: Koji Kinjo
Company: HAKUHODO Kettle, JAPAN, Tokyo
Creative Director: Kazuaki Hashida
Company: Mount, JAPAN, Tokyo
Art Director: Jeong-Ho Im
Music: Hiroaki Tsukamoto
Company: tinktink, JAPAN, Tokyo
Objective: The aim is to get members of "goo home", a social media, in the launch of a new service. "mixi" is the biggest and most overwhelming social networking service in Japan. People seek social media for the quantity of members, because the value of social media lies in "connecting with others". So, it is very hard for followers to attract many members in this market. We needed to give the social media a brand-new value.
Development:The new value we created is "the social media where people can improve the environment by connecting to others". According to studies, corals have effect on CO2 absorption. For every 30 new members for "goo home", one real coral will be planted in Okinawa's sea. Each planted coral will be pictured with a card printing 30 members' registered nicknames. Members can view the picture of "their coral" on "goo home". Thus, environmental action is now a direct motivation to join social media, instead of just expanding networks.
Relevance:Recently, consideration of the environment has risen in the Japanese. And social media have the power to improve the environment by connecting with others. So, we changed the reason for joining social media from just expanding networks to participating in environmental action.
Outcome/Results:"goo home" acquired 51,360 members in just 3.5 months. This communication got publicities worth over $1,420,000. 1,712 pieces of coral have been planted in the Okinawa's sea to date, and they are contributing to the decline in CO2. As this project goes on, the planted coral will lay eggs in 2 years and will multiply naturally.