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  • SUB CATEGORY :
    BEST USE OF FICTION FILM
  • COMPANY ENTERING :
    TBWA\HAKUHODO INC., TOKYO
  • TITLE :
    #TACKLE THE RISK
  • BRAND :
    ACTIVE CARE
  • ADVERTISER :
    AIG JAPAN HOLDINGS
  • AGENCY :
    TBWA\HAKUHODO, TOKYO
  • CHIEF CREATIVE OFFICER :
    KAZOO SATO
  • SENIOR CREATIVE DIRECTOR :
    TAKAHIRO HOSODA
  • COPYWRITER :
    HIROSHI YAMAZAKI
  • SENIOR ART DIRECTOR :
    KEISUKE SHIMIZU
  • ART DIRECTOR :
    YOSUKE SUGIOKA
  • ACCOUNT DIRECTOR :
    KEI KANEKO
  • ACCOUNT MANAGER :
    ISAO ISHII
  • ACCOUNT EXECUTIVE :
    MAMI KONISHO
  • STRATEGIC PLANNING DIRECTOR :
    KEITA KAWAKATSU
  • STRATEGIC PLANNER :
    YOKU ISHIDA
  • GROUP PLANNING DIRECTOR :
    MASA OKAZAKI
  • MEDIA PLANNER :
    TETSUYA UMEDA
  • FILM PRODUCTION COMPANY :
    AOI PRO. INC., TOKYO
  • DIRECTOR :
    HISASHI ETO
  • FILM PRODUCER :
    SHUNSUKE NAKAMURA/TAKUMA ISO/RIKI SAKAI
  • PRODUCTION MANAGER :
    MAKOTO TOMINAGA/SEIGO YAMAGITA
  • CAMPAIGN SUMMARY :
    THIS IS A CASE OF A VIRAL FILM CAMPAIGN LEVERAGING SPORTS SPONSORSHIP THAT HAPPENED PRIOR TO THE BRAND LAUNCH ITSELF, WITH NO BROAD MEDIA BUDGET.WE WERE EFFECTIVE ENOUGH, IN TERMS OF THE BEST USE OF CREATIVITY AND SOCIAL MEDIA/PR MIX STRATEGY, TO MAKE HUGE ACHIEVEMENTS QUANTITATIVELY AND QUALITATIVELY – EARNING UNPRECEDENTED NUMBERS OF VIDEO VIEWS, SOCIAL FAN ENGAGEMENTS AND MEDIA VALUE AS WELL AS DRAMATICALLY REVERSING THE REPUTATION OF AIG AMONG SOCIAL MEDIA AND BUSINESS PARTNERS, WHICH WERE A HUGE SUCCESS IN WARMING UP THE MARKET PRIOR TO THE BRAND LAUNCH COMING IN 10 MONTHS.
  • THE BRIEF :
    IN SYNC WITH THE EXPERIENCE OF THE INSURANCE, JAPANESE INSURANCE COMMUNICATION IS USUALLY COMPLEX, PROMOTIONAL AND BORING. AS AIG IS ABOUT TO LAUNCH THEIR NEW BRAND. AIG SONPO UNDER THE VISION IN PROVIDING SERVICES TO MITIGATE RISKS BEFORE HAPPENING, ACTIVE CARE, THEY DESERVED A BOLD COMMUNICATION THAT NOT ONLY DRAWS ATTENTION, BUT ONE THAT WOULD WAKE UP THE INDUSTRY ITSELF.
  • THE STRATEGY :
    TARGET IS PEOPLE WHO WERE PRESUMED TO HAVE LOW INTEREST IN INSURANCE, WHO WERE PROFILED UTILIZING THE FACEBOOK TARGETING FUNCTION. TO PROMOTE VIEW COMPLETION, THE MOVIE WAS DESIGNED TO BE SEEN AS A SPORTS BRAND MESSAGE OR AN ENTERTAINMENT CONTENTS. BRAND NAME AIG SONPO IS ONLY EXPOSED AT THE VERY END OF THE MOVIE.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    GRAB THE ATTENTION OF THE AUDIENCE UNINTERESTED IN INSURANCE WITH THE LAUNCH OF THE ALL BLACKS MOVIE. THE MOVIE WAS FIRST FEATURED IN OWNED MEDIA OF ALL BLACKS, NEW ZEALAND RUGBY UNION AND OF COURSE, AIG. AFTER GAINING 10MILLION ORGANIC VIEWS, BOOSTED THE VIEWS BY INCORPORATING ADS AND PR. WE APPROACHED TARGETS SUCH AS POTENTIAL INSURANCE BUYERS AND SPORTS FANS USING THE FACEBOOK TARGETING FUNCTIONS.
  • THE RESULT :
    MARKED 10,000,000 VIEWS WITHIN THREE DAYS AFTER ITS MARCH 31 RELASE. OVER 16,000,000 VIEWS AND 220,000 SHARES/RETWEET WITHIN THE FIRST WEEK, AS OF APRIL 7, 2017. THE MOVIE HAS BEEN SHOWCASED IN ALL BLACKS OFFICIAL ACCOUNT, AND WE CAN SAFELY SAY THAT WE'VE ACHIEVED THE MISSION TO RAISE AWARENESS OF THE NAME AIG NOT IN JAPAN, BUT ALSO UNIVERSALLY.
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