Innovative use of Data Technology

Gold
CAMPAIGN
Governing the Self-Sustaining Town
AGENCY
Dentsu Inc, Japan
CLIENT
Grand Front Osaka
BRAND
Grand Front Osaka
DETAILS
Grand Front Osaka, an urban management project in the second largest city in Japan (hereinafter referred to as “GFO”) aims to evolve as a state-of-the–art IT complex which is sustained over time. It is an ambitious project, while other many newly developed towns tend to decline earlier due to decreasing visitors and dilution of the town brand. 
 
Accordingly, we developed a social city platform, Compath Service, which helps conduct various activities such as community activities, events, commercial activities, showrooms, etc. to be performed within GFO, and which effectively and efficiently manages the related contents. 
 
Compath Service is a framework that perpetuates the value of the town by enhancing and maximizing connectibility among visitors, activities and interactions. It equips with a large-scaled database consolidating all city information, and a content management system which distributes the stored information to multiple devices via a single-source multi-use system. 
 
What Compath Service can do is to continuously implement measures that help encourage customers’ revisits to the site and establishing wide-ranging activities which persuade them to stay for longer. The advanced analysis of the big data enables to automatically fine-tune the user interface and their experiences as well as the recommendation engine integrated in the system. Furthermore, we have been very successful in reducing the operational load and cost by making the complex self-sufficient and sustainable.
 
The results show that GFO has gained 78 million visitors during the eighteen-month period since its opening, exceeding the total visitor goal for the first two years which is 73 million officially set by the local government of the city of Osaka. 
 
In fact, GFO grows over time rather than retaining the status quo. The actual commercial sales too reached US$ 421 million (JPY 43,600 million), exceeding the goal of US$386 million (JPY 40,000 million) for the first fiscal year. GFO continues to contribute to the goal of the client to eliminate any decline over time, namely for both the GFO brand value and its rents of the facilities.
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