Hiroshima Tourism Board: Cat Street View [image]

Credits & Description:

Client: Hiroshima Prefecture
Product: Hiroshima Tourism
Entrant: I&S Bbdo Tokyo, Japan
Idea: I&S Bbdo Tokyo, Japan
Editor: Sep
Music Artist/Title: https://hiroshima-welcome.jp/k...
Creative Director: Masaki Honda (BBDO Japan)
Copywriter: Tatsuro Kumaki (I&S BBDO inc.)
General Director: Kan Eguchi (Kooki)
Media planner: Kenta Takagi (I&S BBDO inc.)
Planner: Takeru Nagasaki (I&S BBDO inc.)
Art Director: Yoshiyuki Kaneko (I&S BBDO inc.)
Website URL: https://hiroshima-welcome.jp/k...
Supporting Webpage: http://hiroshima-welcome-catst...
Describe the campaign/entry:
We utilized thieir eyes to show the town’s best charms. Cat Street View is a a Google street view like digital map from the height of 15cm above the ground. You can explore the town as if you were a cat. Get into small backstreets, meet friends, climb walls, jump on to roofs, and you can see beautiful scenery only cats can. You also receive tourism information as you find your way around.
Creative Execution:
Cat Street View is a a Google street view like digital map from the height of 15cm above the ground. You can explore the town as if you were a cat. Get into small backstreets, meet friends, climb walls, jump on to roofs, and you can see beautiful scenery only cats can. You also receive tourism information as you find your way around.
The site views reached over 2MM in a month. Its exposure value reached over $8 million. The number of visitors grew by over 20% from the previous year, including visitors from outside Japan. The prefecture’s tourism department is planning a second version in Tomonoura, another famous cat location.
Insight: “They feel worthy of exploring unknown place” FGI was conducted on women in their 30s who travel often, and it looked at how they enjoy themselves while traveling. For them, the biggest thrill on the road is an “exploring an unknown place or the discovery of something unexpected,” regardless of whether it is food, scenery or meeting people.