Category: Public Health & Safety, Public Awareness Messages
Advertiser: HAKUHODO & DENTSU
Product/Service: PUBLIC HEALTH & SAFETY
Agency: HAKUHODO
Executive Creative Director: Yukio Nakayama (Dentsu)
Executive Creative Director: Kentaro Kimura (Hakuhodo Kettle)
Art Director: Noe Wakata (Dentsu)
Planner: Tomoko Matsumoto (Dentsu)
Copywriter: Makoto Takahashi (Hakuhodo)
Copywriter: Takeshi Ogasahara (Hakuhodo)
Agency Producer: Yukinori Sasaki (Dentsu)
Agency Producer: Matsuhiko Ozawa (Hakuhodo)
Agency Producer: Yukiko Ohno (Hakuhodo)
Agency Producer: Koichi Seki (Dentsu)
Agency Producer: Kunio Eto (Hakuhodo)
Media placement: Playing Cards - Ad Asia 2011 - 1 November 2011
Media placement: Number Place (Sudoku) Puzzle Cards - Ad Asia 2011 - 2 November 2011
Describe the brief/objective of the direct campaign.
After the March earthquake and tsunami, companies and individuals in Japan undertook numerous actions for reconstruction. There was a lot that communications could do for people affected by the disaster. No one knows when or where a similar disaster might happen next.
We saw that passing on our knowledge of the ways communication can be used in times of disaster as a mission for the advertising agencies of disaster-ravaged Japan. This is how two rival Japanese agencies came together to start a joint project.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
After the earthquake and tsunami, saving lives — or first aid — was the top priority. But information, encouragement, volunteers, donations and other communication-related activities were needed soon after. We called these 'Second Aid'.
We created decks of playing cards and Sudoku puzzle cards showcasing 52 such actions and activities.
We thought that card games were the best tool for teaching disaster preparation in a fun format; after all, who would throw away cards?
Explain why the creative execution was relevant to the product or service.
We collected some 60 examples of communication-related relief activities. However, we knew that if we made a booklet from them, it would soon be thrown away.
What could we do to make sure people kept this precious knowledge until a disaster struck rather than throwing it away?
We learned that, following food and daily necessities, the most sought-after items at evacuation shelters were amusements like card games and puzzles. So we selected 52 activities and actions that came about after the disaster and turned them into decks of 52 playing cards and Sodoku puzzles.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We distributed the 2 card games to 1,500 top executives of major Asian ad agencies, media companies, production houses and clients. This enabled us to give around 900 major communication companies in Asia ‘Second Aid’ that they can use in case of disaster.
The joint release of the cards by 2 agencies made our message so much more memorable to the executives in major communication companies.