{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"LONG-TERM BRAND PLATFORM","is_link":false},{"keyword":"ENTRANT COMPANY","content":"DENTSU INC., TOKYO","is_link":false},{"keyword":"TITLE","content":"SECOND LIFE KURA","is_link":false},{"keyword":"BRAND","content":"THE BATH & BED TEAM","is_link":false},{"keyword":"ADVERTISER","content":"ENJOYWORKS CO., LTD.","is_link":false},{"keyword":"AGENCY","content":"DENTSU INC., TOKYO","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"TEPPEI MORIGUCHI","is_link":false},{"keyword":"ART DIRECTOR","content":"TAKESHI KUROIWA","is_link":false},{"keyword":"COPYWRITER","content":"KANAHA IGARASHI\/HANA PERRY","is_link":false},{"keyword":"AGENCY PRODUCER","content":"HANA PERRY","is_link":false},{"keyword":"COORDINATOR","content":"TAKESHI KUROSAWA","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"JINICHI YANO","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"HIDEO NOJIMA","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"AKARI YANAGIDA","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"JUNGA FUSE","is_link":false},{"keyword":"MEDIA AGENCY","content":"DENTSU INC., TOKYO","is_link":false},{"keyword":"PR AGENCY","content":"DENTSU INC., TOKYO","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"MASSIVE INC., TOKYO","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"ATSUSHI KAJIYA","is_link":false},{"keyword":"FILM PRODUCER","content":"KAZUKI NISHIYAMA","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"We gave kuras a second life. \r\n
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Today, across Japan, over 100,000 kuras stand serving no practical use. Once vital to daily life, they have now become Japan’s \"largest bulk waste”—a symbol of rural, shrinking communities. \r\n
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With community-focused real estate venture ENJOYWORKS, we seeked opportunity in this issue. \r\n
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We transformed kuras into hotels, and built a brand centered on spreading and sharing regional experiences. Kuras are actually great facilities for creating a hotel brand with: they have great insulation, are a standard shape, and are built next to homes, allowing visitors to meet local residents and experience various activities.\r\n
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As per business sustainably, we created a circular-economy model: as the brand's popularity increases, investments increase, enabling more hotels to be made. High booking rates and fund performance currently show the model’s viability. \r\n
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A social issue has been transformed into a sustainable solution.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"The Challenge\r\n
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Unused and abandoned real estate is a major issue in Japan. Among the most problematic are kura, traditional storehouses, serving slim practical use in modern lifestyles, aging populations, and depopulation. Today, more than 100,000 kuras stand unused, sometimes referred to as “Japan’s largest bulk waste.” Owners face burdens in tax and maintenance fees, and local governments struggle as these buildings become symbols of rural and shrinking communities.\r\n
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Client Needs\r\n
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ENJOYWORKS, a community-focused real estate venture, seeked more than a typical renovate-and-resell approach. They sought a nationwide platform solution that could address a social issue, remain financially sustainable, and attract new people and resources into shrinking regions.\r\n
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Giving a Second Life by Creating a Compact Resort\r\n
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Our project transformed kuras into lodging facilities to attract visitors from outside the region, stimulating local revitalization.\r\n
The model delivers returns to supporting investors, provides income for the kura owners, and offers travelers a fresh, memorable experience—a positive solution for everyone.\r\n
By making the business itself sustainable, the model aims to address the social issue at its roots.\r\n
","is_link":false},{"keyword":"STRATEGY","content":"We used sustainable ancient architectural technology to create a new circular economy.\r\n
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The first major strategic breakthrough came from rethinking what a kura could become. National data (from JNTO and MLIT) highlighted two issues: tourism concentrated in only a few areas and rapidly declining rural populations. Through workshops with local residents, a clear insight emerged: kuras shouldn’t be reused as ordinary homes, but should be reborn as hotels. Research showed that the architetural qualities of a kura were a great fit for creating a hotel with.\r\n
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Transforming idle assets into a revenue-generating hospitality business created new flows of people and cash into shrinking regions. It signaled a move beyond temporary campaigns and highlighted strategic creativity in a long-term perspective.\r\n
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The idea that not only the kura owners and the client, but the visitors, investors, and local residents are all part of the \"team\" created the breakthrough to co-create this sustainable solution.","is_link":false},{"keyword":"EXECUTION","content":"\"August 24, 2022\r\n
Partnership with ENJOYWORKS was announced by Dentsu, alongside the project itself which was supported by multiple funds. At the same time, the branding—including the title, logo, and design framework—commenced, alongside the launch of fundraising for the first round of funding.\r\n
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February 2023\r\n
The first fund successfully reached its target, and the brand name \"\"The Bath & Bed Team\"\" was officially released alongside branding elements like the logo and design frame.\r\n
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August 2023\r\n
A 100% booking rate was recorded for The Bath & Bed HAYAMA during its summer season.\r\n
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January 2024\r\n
Three additional locations—OBUSE, TATEYAMA, and SAKUHO—opened, along with the launch of brand communication, including PR through owned media and public relations.\r\n
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August 2024 \r\n
The second fund reached its initially set target, surpassing 1.2 billion yen in investments.\r\n
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June 2024 \r\n
The Bath & Bed DOGO opened, followed by its collaborative partnership with Kanazawa University for a tourism project.\r\n
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January 2025 \r\n
Partnership with the Tobu Railway Group was established, initiating development along the railway line.\r\n
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March 2025 \r\n
The opening of The Bath & Bed KANUMA.\"\t","is_link":false},{"keyword":"RESULT","content":"The project’s success is proven through clear business results and long-term growth potential.\r\n
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Brand communication directed at citizen investors led to successful fundraising across Funds No.1–3. Around 100 citizen investors contributed over 100 million yen, enabling new kura hotels to be developed This reflects strong brand equity, supported by high ratings on social media and guest reviews.\r\n
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Within the first year, a monthly booking rate above 60% was achieved, meeting core KPIs. The prototype location, HAYAMA, achieved 100% summer occupancy for three consecutive years, allowing the fund to deliver expected returns to investors.\r\n
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By offering an experience and model beyond typical home-stays, the project is recognized as a business-transformation case for both real estate and travel.\r\n
The client became a PPP partner of Japan’s Ministry of Land, Infrastructure, Transport and Tourism, and won the Grand Prize at the inaugural Real Estate Award for Regional Value Co-Creation.","is_link":false},{"keyword":"ENTRANT MUST CLEARLY INDICATE HOW SUSTAINED BRAND EFFECTIVENESS WAS ACHIEVED AS PART OF A LONGER TERM CAMPAIGN","content":"THE PROJECT'S SUCCESS IN THE LONG-TERM IS DEMONSTRATED BY SUSTAINED RESULTS OVER THE PAST THREE YEARS.\r\n

\r\nTHE BRAND CONTINUES TO GENERATE TOURISM AND CASHFLOW FROM OUTSIDE REGIONS, INDICATING STRONG RECOGNITION AND DESIRE TOWARDS EXPERIENCING KURAS. THREE INVESTMENT FUNDS WERE LAUNCHED OVER THE THREE YEARS, EACH ACHIEVING 100% OF ITS FUNDRAISING TARGET.\r\n

\r\nOPERATIONALLY, NEWLY OPENED LOCATIONS CONSISTENTLY MET ITS KPI, PROVING THAT THE BRAND'S STATEMENT—CONNECT WITH HISTORY, CONNECT WITH LOCALS—WAS VALIDATED BY ACTUAL GUEST DEMAND.\r\n

\r\nTHE BRAND ATTRACTED PARTNERSHIP REQUESTS FROM MUNICIPALITIES, RAILWAY COMPANIES, AND OTHER REGIONAL STAKEHOLDERS, POSITIONING THE BATH & BED TEAM AS A CREDIBLE DRIVER OF LOCAL REVITALIZATION. COLLABORATIONS WITH LOCAL UNIVERSITIES, INCLUDING IN KANAZAWA AND KYOTO, FURTHER ENABLED PLACE-BASED DEVELOPMENT ROOTED IN EACH REGION.\r\n

\r\nONGOING MEDIA COVERAGE SUSTAINED AWARENESS AND ACTED AS A GROWTH LOOP, WITH EACH FEATURE TRIGGERING NEW KURA CONSULTATIONS.\r\n

\r\nTOGETHER, THESE OUTCOMES SHOW HOW THE BATH & BED TEAM ACHIEVED LONG-TERM BRAND EFFECTIVENESS BY EMBEDDING ITS BRAND INTO BUSINESS PERFORMANCE, PARTNERSHIPS, AND COMMUNITY SYSTEMS.","is_link":false},{"keyword":"URL","content":"https:\/\/bathandbed.team\t","is_link":true}],"files2":[{"name":"ST11_001.mp4","type":"mp4"},{"name":"ST11_001_DI01L.jpg","type":"jpg"}],"count":2}