B05. Most Effective Use of Eco / Green Marketing

Bronze
CAMPAIGN
MIRAI NIHON Project: The Future of Japan Project
AGENCY
TBWA HAKUHODO
CLIENT
TBWA HAKUHODO
BRAND
MIRAI NIHON Project
DETAILS
CAMPAIGN SUMMARY
On March 11, 2011, Japan experienced one of the greatest disasters in history; a 9.0 earthquake followed by massive tsunamis. Across Eastern Japan, infrastructure was in ruin, and the threat of nuclear disaster lingered for months. The lack of basic life services and sufficient energy caused serious concern for the future amongst the Japanese people.
To alleviate the fear following the disaster, and to better prepare ourselves for the future, we designed an entirely new way of living – one that is in harmony with nature and technology.
Collaborating with architects, technologists and other experts, we developed a completely self-sufficient house and living style, in which people can generate, control and consume energy without depending on external energy sources.
We named our off-grid residence “MIRAI NIHON (the future of Japan)” and became the first ad agency to offer a residential environment as a product. It was introduced publically at Asia’s largest electronics show, CEATEC Japan 2011, where companies introduce state-of-the-art technologies.
We were the first ad agency ever to showcase technological innovation and introduce products at the show. Our display booth attracted one in seven of the total 170,000 visitors during the event and became the hottest topic of the show.
At the same time, we launched a micro site with information about the project, and promoted the project through social media.
Following the CEATEC event, we coordinated PR efforts resulting in exposure on 23 TV programs and numerous newspaper and online articles, earning approximately USD $5.7 million in media coverage.

CREDITS OF PEOPLE
Mitsuru Takamatsu
Kazoo Sato
Mirainihon Team
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters