Tourism Australia: Giga Selfie [video]

Credits & Description:

Agency: Tbwa\Hakuhodo
Brand: Tourism Australia
Country: Japan
Advertising Agency: Tbwa\Hakuhodo, Tokyo
Entrant Company: Tbwa\Hakuhodo, Tokyo
Media Agency: Tbwa\Hakuhodo, Tokyo
Pr Agency: Tbwa\Hakuhodo, Tokyo
Production Company: Tbwa\Hakuhodo, Tokyo
Buzz Machine: Kazuaki Kuribayashi (Tbwa\Hakuhodo)
Technical Director: Masashi Oohashi (Aid-Dcc)
Copywriter: Norihito Takahashi (Tbwa\Hakuhodo)
Film Director: Takayuki Niwa (Freelance)
Art Director: Yoshihiro Kono (Tbwa\Hakuhodo)
Producer: Yusuke Yamanaka (Aid-Dcc)
Programmer: Jun Takashima (Aid-Dcc)
Director: Ryohei Kumamoto (Aoi Pro.)
Photographer: Naoto Somese (Freelance)
Group Account Director: Ichiro Tezeni (Tbwa\Hakuhodo)
Copywriter: Nobuhiro Arai (Tbwa\Hakuhodo)
Agency Producer: Hirotaka Fukatsu (Tbwa\Hakuhodo)
Interactive Producer: Jun Tokunaga (Tbwa\Hakuhodo)
Account Executive: Hiroyuki Tanaka (Tbwa\Hakuhodo)
Chief Creative Officer: Kazoo Sato (Tbwa\Hakuhodo)
Producer: Keisuke Mizusako (Aoi Pro.)
Production Manager: Ryo Tsuchiya (Aoi Pro.)
Creative Director: Satoshi Chikayama (Tbwa\Hakuhodo)
Programmer: Yoshiaki Kajiyashiki (Aid-Dcc)
Designer: Yuri Morimoto (Aid-Dcc)
Website URL: http://award.aid-dcc.com/gigas...
Supporting Webpage: http://www.tourism.australia.c...
Execution:
-User experience that is exactly the same as taking an ordinary selfie.GIGA Selfie doesn’t require special devices or apps. Just go to the designated spot and anybody can take it with their smartphone. Shooting, previewing and sharing can be done just like any ordinary selfie. -We applied the latest photographic technologies to the selfie.The giga-pan-stich-technology used to seamlessly connect huge amounts of images has been applied to GIGA Selfie. We developed a program allowing photos of smiles and landscape to all blend together and automatically translate to a movie file within 2 minutes. -We developed a sharable platform We held a test event at Gold Coast. Following its success, the system was implemented in other cities including Sydney. GIGA Selfie system can be implemented in any location. Not limited to Australia, we can enhance the travel memories of tourists in any locale in any country on the planet.
Outcome:
The GIGA Selfie brought about huge reactions from across the planet. As a result, the world was reminded of the beauty of Australia and we succeeded in increasing tourist numbers. Most importantly, in addition to promoting Australia to the world, the GIGA Selfie has potential to bring the same positive results to other parts of world. -Facebook Engagement increased at startling rate SHARE+11,173% LIKE +430%-News coverage in over 180 countries -Japanese visitors increased by 118% year on year -Patent obtained-Currently under consideration to install across Australia -Huge interest and queries from tourist and amusement spots from around the world
Synopsis:
Australia, a big island overflowing with vast and breathtaking landscapes. However, tourism to this attractive destination has been taking a downturn in recent years. As for Japanese visitors, numbers have dwindled to a half of what they were during the golden age. There was a dire need to communicate the travel experience that can only be enjoyed in the vast nature of Australia to as many people as possible.
Strategy:
The target audience is all travellers who haven’t yet been switched onto the beauty of Australia. In order to convey the attractiveness of the country, we looked into the activities and insights provided by travellers in Australia. Tourists love taking selfies, and they love sharing them. However, the traditional selfie could not depict the beauty of the Australian landscape. Our strategy was to leverage the tourists’ power of information dissemination and to maximize penetration of Australia’s tourism/travel resources to the public. Through the revolutionary GIGA Selfie service, we changed the selfie into media.
Campaign Description:
GIGA Selfie. The world’s largest selfie service. A first of its kind, the service can combine the vastness of the landscape along with the visitor’s smiles in one giant selfie. At designated spots of particularly outstanding beauty, tourists will stand at a certain spot and operate a camera remotely via their smartphones. The unique software will combine hundreds of images taken into 1 giant selfie. In less than 2 minutes, the photo is delivered to the user.