The Team
Copywriter: Michael Chin
Art Direction: Shawn Choy, Samantha Branson
Research and Planning: Candy Tan, Carolanne Chan
Media Planner: Chrystal Ng
PROBLEM
THE PERCEIVED FAMILIARITY OF JAPAN
THE PERCEIVED FAMILIARITY OF JAPAN
What do Singaporeans associate with Japan? We discovered that people who have never been to Japan were able to make the same associations as people who have been to Japan. This perceived familiarity of Japan deters potential visitors who are ultimately won over by the lower costs of South Korea and Taiwan. Using a cracked egg as an analogy, people perceive Japan to only be the yolk and end up ignoring the rest of the egg.
SOLUTION
UNCOVERING THE HIDDEN SURPRISES OF JAPAN
The primary target is young Singaporeans aged 25 to 35 who seek more surprising and less predictable travel experiences. We want to show these Singaporeans that Japan is more than just the yolk. To show them that Japan has so much more to offer outside their perceived familiarity.
Wah, in the Singaporean context, is an exclaimation of wonder and surprise. It has the same connotation as wow, but used to express a deeper feeling from the heart.
TACTICS
THE SUGOI MEDALLION AWARDS
To lay the groundwork for the campaign, we came up with a way to engage local travel agencies. The Sugoi Medallion Awards will challenge them to design new tours to Japan that focus not on the familiar sights of the country, but rather, the hidden surprises the country has to offer.
Like a festival of creativity, not for advertising agencies, but for travel agencies.
TACTICS
PRINT ADVERTISING
PRINT ADVERTISING
Print advertising will feature places and activities which typical Singaporeans may not know exist in Japan.
TACTICS
NIPPON KAKI (ONLINE)
In local lingo, Kaki means a buddy or friends you do things with. Nippon Kaki is an effort to crowd-source the help of Singaporean expatriates living, working or studying in Japan. This social platform allows these Singaporean expatriates, or kakis, to share little known secrets of the city they live in with other Singaporeans.
After all, who better to ask about Japan, than Singaporeans with the inside track?
TACTICS
NIPPON KAKI (OUTDOOR)
THE CAMPAIGN
DETAILS
The Wah! Japan campaign is a year-long campaign presented to the Japan National Tourism Organisation after 10 weeks of hard work. The full campaign plan includes research, additional guerrilla and below-the-line tactics, rationales for all proposed tactics, a month-by-month campaign timeline, as well as a detailed expenditure breakdown and media plan. If you would like to know more about the campaign or the team's creative process, feel free to drop me (or anyone on the team) a message!
