Future Cuisine Restaurant IBUKI|短视频|广告营销案例【ADGuider广告指南】

未来美食餐厅 IBUKI

案例简介：概要一些报告和数据显示，从长远来看，人们对全球变暖的担忧程度正在下降。人们变得麻木不仁，觉得这个问题不是为了他们自己，而是为了政府或大公司。所以 JAXA 的全球变暖观测卫星 IBUKI 受到了低意识的影响。由于这颗卫星是由政府资助的，我们需要更多的关注和人民的支持。如果情况没有改变，最糟糕的情况是项目流产。战略主要目标是青年。他们不太关心全球变暖，因为这个问题从他们出生起就已经存在，并以一种非常正式的方式被提醒了很多次。更困难的是预算。我们没有足够的资源使用富媒体。所以，我们创造了大胆的策略: 让现实中发生，创造强大的视觉效果，让它很容易在目标中共享。相关性全球变暖很难得到尤其是年轻人的关注，因为它已经以一种非常正式的方式宣称了几十年。这项活动通过使用独特的公关战略提醒这个问题和卫星的倡议; 利用 “航空航天发展组织想象的未来” 和 “如果全球变暖继续下去，将会诞生的奇怪食物” 之间的差距。虽然这是一个为期一天的小公关活动，但我们成功地获得了来自全国各地的巨大关注。结果 179% 对 IBUKI 项目的认识提高 500 万美元赢得了媒体 50 万多媒体的印象 58% 的人比熟悉卫星 IBUKI 之前对全球变暖感到更高的关注 62% 执行 “未来美食餐厅 IBUKI” 是一家小型弹出式餐厅，在东京市中心只开了一天。人们聚集在那里，对 “JAXA 正在想象的未来” 抱有期望。尽管有这种希望，但我们提供的是奇怪的菜肴，“如果全球变暖继续下去，我们很可能会吃东西”。总共有五顿令人震惊的视觉美食在日本引起轰动。一家 20 个座位的小餐馆成为东京最著名的地方之一，这一消息在全国范围内被报道。活动描述这个想法很简单。给日常生活带来全球性的巨大问题。我们根据全球变暖的科学报告创造了未来美食，并举办了一个名为 “未来餐厅 IBUKI” 的活动。其目的是激发人们对未来的想象力，在未来，全球变暖将通过烹饪持续下去。通过这样做，我们可以引起注意观察这一问题的卫星 IBUKU 的努力。

未来美食餐厅 IBUKI

案例简介：Synopsis Some reports and data showed the level of concerns toward global warming was decreasing in the long term. People became desensitized and feeling this issue as not for themselves but for government or big companies. So JAXA’s global warming observation satellite IBUKI was suffering its low awareness. Since this satellite was funded by government, we need more attention and support from the people. If situation was not changed, the worst scenario was abortion of the project. Strategy The primary target was the youth. They are less concerned about global warming because this issue has been around and alerted many time in a very formal way from the time they were born. What even more difficult, was the budget. We do not have enough resources to use rich media. So, we created the bold strategy: make happening in real field and create strong visual to get it easy to be shared among the target. Relevancy The global warming is hard to keep getting attention from especially young people because it has been claiming few decades in a very formal way. This campaign reminds this issue and satellite’s initiative by using unique PR strategy; utilizing the gap between “a future that aerospace development organization imagined” and “weird foods that will be born if global warming continues”. Although that it was a small one-day PR event, we got huge attention from nationwide successfully. Outcome 179% awareness increase of IBUKI project 5+ million dollars earned media 50+ million media impression 58% of people feels higher concerns toward global warming than before 62% getting familiar with satellite IBUKI Execution “Future Cuisine Restaurant IBUKI” was a small pop-up restaurant opened just for one day, in the heart of Tokyo. People gathered around there having an expectation for “the future that JAXA is imaging”. Despite this hopeful anticipation, what we offered was weird dishes that “we may well be eating if global warming continues”. A total of five shocking visual meals went buzz throughout Japan. A tiny 20-seat restaurant became one of the most well-known place in Tokyo and that news was covered nationwide. CampaignDescription The idea is simple. Bringing global-scale huge problems to everyday life. We created the future cuisine based on the scientific reports on the global warming and opened an event named "Future Restaurant IBUKI". The aim is to stimulate the imagination for the future where global warming continue through cooking. By doing so, we could attract the attention to the efforts of the satellite IBUKU who observes this problem.