Japanese furniture store use street activation and OOH to highlight plight of the homeless

The number of homeless people in Japan is increasing year on year. Furthermore, support is always hard to come by, as homelessness is seen as a personal failure.
To raise awareness and donations to this ongoing crisis, Ogilvy & Mather Tokyo created for Megamax, Japan’s leading bed and furniture mega store, and Moyai, the Japanese Association for the Homeless, the Homeless Beds Collection.
Japanese artists used materials such as rough asphalt mud, dirty cement and stinky sewer lids with rats, the beds mimic the streets of Tokyo in detail, and the horrible conditions where thousands sleep in every night.
The beds were supported by an integrated campaign and displayed at Megamax’s flagship store, supported by a micro-site, OOH posters and a street activation where the public could get more information and personal stories about rough sleepers.
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Via: Guerrila Blog

Posterscope launch new offices in Japan and Romania

Posterscope has recently launched new offices in two new markets; Japan and Romania.
The office in Japan, Posterscope’s 51st office and 33rd market, is based in Tokyo, and is being led by Ben Milne, who is focussed on providing Posterscope’s best-in-class practices and OOH solutions through technology partnerships, to global advertisers in Japan.  Posterscope’s proprietary consumer insight tool, OCS, has been extended to the Japanese market, and the ECOS mapping system will be available online from November, whilst Posterscope’s data-led planning approach and programmatic OOH ecosystem will also be rolled out over the next few months.
Posterscope also opened an office in Romania earlier this month. The new office, which was formally Touch Media, is headed up by Managing Director Lucian Balan, (previously MD of Touch Media) and is located in Bucharest.
The Posterscope network consists of almost 900 people in 52 offices, located in 34 countries worldwide.

Godzilla Statue Unveiled in Tokyo

A massive statue of Godzilla has been unveiled in Tokyo’s midtown and was created to mark the Japan release of Gareth Edwards’ new blockbuster.
Functions of the ‘Godzilla’ statue,  include fire rays and a light show.
Via: PR Examples

In Japan, Passengers Can Pay for Train Rides with Kit Kat Packaging

If you are traveling by train in Northern Japan, you can literally pay your train fare by using the packaging of chocolate wafer bar Kit Kat.

The initiative is part of confectionery brand Nestlé’s innovative efforts to breathe new life into the tourism of the Sanriku region, which was ravaged by a tsunami and earthquake three years ago.
A first for a Japanese rail company, train travelers of the Sanriku Railway network can purchase the special packs of KitKat at a cheaper cost than standard train tickets.
In line with the reconstruction endeavor, Kit Kat has also adorned two trains and two train stations with cherry blossoms paintings symbolizing hope.
Set to launch in Japan this month, the KitKat train tickets will be valid till May 2015.

Sleeping Drunks Become Human Billboards

Just like many people around the world, the Japanese like to let their hair down by having a drink or two—or in the case for some, one too many.
The result is drunk sleeping—people who get so intoxicated, that they end up sleeping on the streets.
To shame these drunks, ad agency Ogilvy & Mather and Tokyo bar chain Yaocho have teamed up in a campaign that turns these people into PSA billboards.
Called ‘The Sleeping Drunks Billboard’, the sleeping drunks are framed using white tape and turned into streetside human billboards. The hashtag ‘#NOMISUGI’ is used to caption them, which translates to “too drunk”.
When members of the public encounter these impromptu billboards, they are encouraged to capture them on Instagram—shaming these people into behaving better and to drink more responsibly.
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Via: Design Taxi

Augmented Reality Maps Lead The Way To Free Wi-Fi

Japanese telco NTT and navigation content service provider NAVITIME Japan have partnered to make finding free Wi-Fi in Japan easier through an app with an augmented reality (AR)  feature.
Through the “Free Wi-Fi Spot Search” feature in the NAVITIME For Japan Travel app, locals and tourists can perform offline search for the nearest free Wi-Fi spot. The app provides users with navigation solutions in English, including directions to popular tourist spots and routes for public transit systems.
The new Wi-Fi search feature lets users find the nearest Wi-Fi location even when offline. The feature comes with an AR mode and users just need to hold up their mobile screens and the app overlays information like the distance and directions to the nearest free Wi-Fi destination.
The app provides information on over 50,000 free Wi-Fi spots provided by NTT FREE Wi-Fi, FREESPOT, and Starbucks. App users will be able to obtain an ID and password for NTT East’s FREE Wi-Fi service for two weeks free of charge. The offer is available initially on a trial basis until September 30th.
The app was created to help visitors find Wi-Fi stations when traveling in Japan. According to NTT’s press release, a survey by the Japan Tourism Agency revealed that access to free public wireless connection is a main concern of tourists visiting Japan.
NAVITIME for Japan Travel can be downloaded from the iTunes store or from Google Play.
Via: psfk

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