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Japan/Korea PR Campaign of the Year


Gold
Campaign Title

FingerBand Campaign
Client

Ministry of Health and Welfare
Agency

FleishmanHillard Korea

Working under the Ministry of Health and Welfare, FleishmanHillard Korea planned and implemented a pan-national PR campaign to reduce tobacco use by encouraging people to quit smoking with powerful anti-smoking messages. We distinguished the most important target groups and developed suitable PR strategies accordingly. We avoided communication that emphasised the abuses of smoking, instead defining smoking itself is a disease which can be cured only by quitting cigarettes under the strong key message: “Smoking is a disease. The only treatment is to quit smoking”. We promoted an adolescent-friendly "Fingerband Campaign" to spread strong anti-smoking messages by linking online and offline, and cooperated with young celebrities including a popular webtoon artist and an idol star to attract attention from adolescents. Following a year-long campaign, FleishmanHillard Korea earned more than 218 pieces of media coverage, more than 47million online page views, over 14,000 comments and a 9.89 out of 10 rating for the webtoon. More than 284,000 people participated in the Fingerband Campaign, and we recorded 443,000 views for our web-drama "The Choice".

Silver
Campaign Title

The French sounding Japanese
Client

Kobayashi City
Agency

Dentsu Inc.

Kobayashi city in southern Japan is seriously suffering from a decreasing population, so we needed make people who want to move to rural cities aware of Kobayashi city. The Kobayashi dialect has a very strong accent and people who don’t live there hardly understand it. Sometimes it’s said that Kobayashi pronunciation sounds like French.

We made a WEB movie featuring Kobayashi dialect, pretending that a French guy is speaking French in the movie. However, he is actually speaking the Kobayashi dialect. The movie also has Kobayashi dialect subtitles by using YouTube function. It went viral rapidly and got much more TV publicity than we expected. Although we didn’t use ads at all, it marked over 1.8 million views domestically alone. The AVE was also more than $10 million – 400 times the production cost! More than 50 TV programmes covered the movie. As a result, 10 times more viewers visited the Kobayashi city website, inquiries about moving to Kobayashi tripled, and more than 20,000 positive comments were tweeted about the movie.

Bronze
Campaign Title

LOVE THERMO #WarmUpWithLove
Client

Panasonic Corporation
Agency

Dentsu Inc. and Dentsu Public Relations Inc.

The Japanese idiom, ishin-denshin, expresses a form of interpersonal communications through unspoken, mutual understanding. Compared to other cultures, Japanese people rarely express gratitude or love verbally. This tendency has increased as more families spend less time together. Our survey found 84.7 percent of Japanese people have never told family members, “I love you.” However, one in two respondents actually wanted to "verbally express their love." Home appliance manufacturer, Panasonic, which aims to provide a more comfortable living environment, felt it also needed to warm family relations as part of its brand mission. Panasonic focused on how expressing love affects the body by conducted the first-of-its-kind experiment of measuring changes in body temperature produced from verbal expressions of love. The experiment showed body temperatures rose by an average 0.8°C. After a video of the experiment was released, 67.3 percent of respondents felt a desire to express their love to family members; one in three men actually did so. Average time-per-visit to the product website rose 244 percent, and Panasonic's brand image rose 13.3 percent.

Bronze
Campaign Title

Dole: The "Wearable_Banana"
Client

Dole Japan, Inc.
Agency

Dentsu Young & Rubicam Inc. and Dentsu Public Relations Inc.

As a sponsor of the Tokyo Marathon since 2008, Dole Japan has built a close connection with the event and helped establish bananas as a great food for runners. However, the company wished to distinguish its brand further from its rivals in Japan’s crowded banana market, as well as highlight the fact that its bananas had superior nutritional benefits for sport. To achieve this, we took inspiration from the growing wearable tech market to invent the “Wearable_Banana” for the Tokyo Marathon 2015. Runners with “Wearable_Bananas” attached to their wrists managed to finish the marathon before finishing off their unique wearable devices. Beyond race data, the bananas provided vital potassium and energy too! Positive comments from the runners were broadcast on multiple national TV programmes. The Internet also went bananas for the story and the video was accessed from 178 countries. Aside from major international news outlets, the story garnered wide coverage on both tech-focused sites and sites for runners. Media impressions totalled more than 45 million in Japan alone, and Dole banana sales shot up 193 percent in the first week after the event compared to the week before the event.