Japan Maritime Self-Defense Forces - "Salute Trainer"

Hakuhodo

Hakuhodo Tokyo, Japan

15182

Title	Salute Trainer
Agency	Hakuhodo
Campaign	Salute Trainer
Advertiser	Japan Maritime Self-Defense Forces
Brand	Japan Maritime Self-Defense Forces
Posted	July 2011
Business Sector	State Employment, Forces & Police Recruitment
Problem	The Japan Maritime Self-Defense Forces is an organization which sustains peace in Japan. Due to this fateful mission, hard inner discipline is expected of Self-Defense Forces officers. However, attitudes amonf the young have drastically changed and many no longer aspire to this profession. Our challenge was to refocus young people's attention on the Self Defense Forces, and increase the number of applicants with only a limited budget.
Result	- 100.000 people participated in salute training. 3 million salutes were performed across the nation. - It generated over $3 million worth of free publicity with 0 media costs. - It was ranked the No. 1 applucation in the iTuns Apps Store. - JMSDF applicants reached 113% compared to the previous year. But most of all, Salute Trainer succeeded in passing the spirit of the JMSDF to the younger generation.
Media Type	Case Study
Creative Director	Kenta Ikoma
Copywriter	Kenta Ikoma
Creative Director	Shota Hatanaka
Account Director	Shota Hatanaka
Art Director	Junichi Kurata
Producer	Toru Suzuki
Production Manager	Hayato Arakawa
Production Manager	Tomohiro Oguchi