Campaign details
Brand: Hiroshima TourismBrand owner: Hiroshima PrefectureLead agency: I&SBBDO Group, KOO-KIContributing agencies: BBDO J WESTCountry: JapanIndustries: Destinations and locationsMedia channels: Content marketing, Public relationsBudget: Up to 500k
Executive summary
With an investment of just US$100,000, we added US$10m of value to the oyster trade in Hiroshima Prefecture, Japan, a region renowned for its delicious oysters.
We achieved this by leveraging a shameful statistic: 99% of Hiroshima residents could not write the word ‘oyster’ correctly in kanji, the original Japanese writing system.
We created a news...