Campaign details
Brand: Tokyo Metropolitan GovernmentBrand owner: Tokyo Metropolitan GovernmentLead agency: I&S BBDOContributing agency: SWIFT Inc.Market: JapanSector: Public healthMedia channels: Online video, Outdoor, out-of-home, Public relations, Social media, TelevisionBudget: 3 - 5 million
Executive summary
This case presents a successful series of communications for COVID-19 prevention, as a model for agile strategy.
With the goal of protecting the lives of Tokyo residents from the COVID-19 pandemic, the Tokyo Metropolitan Government devised an agile communication model that was leveraged to drive behaviour change among residents to...