Drum roll, please…Circul8 are the proud recipients of not one, but TWO Silver Awards in this year’s W³ Awards for our work on the Magic Sakura tree for Japan National Tourism Organisation (JNTO) – hurrah!
It’s always an honour to be recognised for the work we do – after all, we’re super passionate about tourism marketing and helping clients to solve problems – but it’s even more exciting that we’re rubbing shoulders in such esteemed company.
The annual W³ Awards honor outstanding websites, web marketing, web video, mobile sites/apps and social content created by some of the best interactive agencies, designers and creators worldwide. Other awardees for 2016 include SapientNitro and CBS Interactive.
When JNTO wanted to increase the number of fans across their social media channels and raise awareness of Japan as a travel destination, Circul8 created the Magic Sakura – an interactive ‘tamagotchi’ style mini-game in which users were tasked with growing and nurturing their own Sakura tree. Players would need to balance water and food intake to maintain tree happiness and ensure it grows healthy and strong. As the tree matures and is kept healthy, mythical Japanese creatures fly through the scene and lanterns appear on its branches for the player to collect and earn points. Different game levels would highlight various travel destinations in Japan where people can view Sakura trees for real.
To promote the game, we built a content strategy geared around sending traffic to JNTO’s website and leveraged their social media channels to drive awareness and clicks. We also partnered with ANA Airlines and H.I.S. Australia to provide some awesome prizes – including a trip to Japan – throughout the campaign.
The total reach of the campaign was a whopping 4,174,797 people, and JNTO saw a 31% increase in Facebook fans and a 173% increase in engagement on social media posts. Perhaps the most impressive – and surprising – statistic was the average dwell time of 17 minutes; in a world where users are constantly bombarded with digital real estate and spend just seconds glancing at social media posts, this was really indicative of just how effective the campaign was.
JNTO’s email database grew by 11,562 and there were over 10.7 MILLION game interactions during the campaign period – phew!
We’re absolutely thrilled that Magic Sakura was recognised not once, but twice in the W³ awards – in the Social Content & Marketing Promotions and Contests category, and Game or Application Tourism. Excuse us whilst we blow our own trumpet for a minute…
If your organisation has a problem that needs solving or you want to inject some creativity into your content, get in touch! Your next campaign might be an award-winning one…