I've been thinking about the compatibility between video content and PR.

Well, well, Cannes season is almost upon us. Time really flies, doesn't it? But knowing I'll be inspired anew and can swiftly share the latest global PR trends with you all through this Dentsu Inc. News makes the speed of time seem insignificant. So, let's dive right in this time too!!

2013: The "Dumb Ways to Die" Railway Safety Campaign Swept the Awards

But wait, what happened at Cannes last year? For those of you whose memory is a bit fuzzy, let's quickly recap. Ah yes, the Australian rail company's accident prevention campaign "Dumb ways to die" swept the board, didn't it? It was truly epoch-making – a web video spreading this widely, countless people humming that jingle, and actually achieving a reduction in accident rates.

It was astonishing to see how powerful content can reach, resonate with, and be shared by so many people without any mass media advertising. While view counts were impressive, I heard the secondary effect – people sharing it with a strong "I have to tell everyone about this!" feeling – was highly valued by the PR jury.

Even when we talk about content that resonates online, it's not just about being funny and being dismissed. What's truly needed is content that moves people's hearts. The fact that the message spread beyond online buzz and into real life is precisely why it was praised as "something that changed the world!"

The entry board for Dumb Ways to Die. At Cannes Lions 2013, it won the Grand Prix in the PR category and Winning the Grand Prix in a record-breaking five categories

 

Originally aimed at young people, "Dumb Ways to Die" recognized that serious warnings wouldn't resonate. Instead, it humorously portrayed the foolishness of causing accidents, eliciting a "Yeah, that makes sense" response and genuine empathy from its target audience. It was a well-crafted strategy for connecting with and gaining the sympathy of a generation prone to rebelling against one-sided messages from adults.

Furthermore, this movement expanded to target even younger audiences. Elementary and junior high schools incorporated the song and dance into lessons to embed awareness, while picture books were created to make it accessible for preschoolers. What began as a youth campaign naturally ignited a movement among adults, sparking the sentiment, "We must use this opportunity to heighten children's safety awareness!"

Crucially, the familiar music and relaxed illustrations—making it "accessible to anyone"—proved effective. You could say this created "the greatest common denominator of empathy among everyday people." This is precisely the kind of success story we refer to in strategic PR as "turning it into a social cause"—engaging not just the main target but surrounding communities to create a massive wave.

The PV racked up nearly 8 million views within three months of release, sparking online buzz with comments like "This is awesome!"

Amidst this, an educational video is also gaining traction in Japan. It's a web commercial from AUTOWAY, a Kyushu-based importer and retailer of tires and wheels. Their awareness video "Snow Roads Are Scary" ( http://youtu.be/jGFWEoCGhi8 ), urging people to properly change their tires because snowy roads are dangerous, is breaking through.

AUTOWAY: SNOWY ROADS ARE SCARY ADFEST2014 INTERACTIVE LOTUS / BEST USE of VIRAL <SILVER> Award

 

This commercial only airs online, but its unexpected content led to nearly 8 million views within three months of release, sparking online buzz with comments like "This is insane!" It even won Silver in the Interactive category at "Adfest2014" held in Pattaya, Thailand in March, gaining international recognition. For details, check the link above, but here's the gist:

A driver encounters a terrifying situation while driving on snowy roads (I won't spoil it here). The message is: If you don't want to face that kind of terror, you better get snow tires! Sliding on snowy roads is even scarier! (My paraphrase...) You might think it's just a "scary connection" gimmick, but honestly, the way the situation and everything is crafted is really well done. Ultimately, it smoothly leads to the message: "Hey, let's check our tires!" Last time, I wrote that Adfest still has fertile ground for ads with a sharp edge to earn high praise. Within that context, this ad's design effectively conveys its core message, and the fact that everyone could relate with a "Yeah, that happens!" feeling was probably huge.

AutoWay's second web commercial, created under immense pressure, "【Broadcast Incident】During a Live Stream... Suddenly Banned" ( http://www.autoway.jp/cp/ban/ ), is structured with a deep understanding of the "relatable" feelings of video viewers, making it equally rich in flavor.

I shared drinks with the creative director behind this video at a poolside bar in Pattaya, Thailand, during Adfest. He mentioned, "We did extensive research on the internet before creating it." While content is obviously crucial, I felt they thoroughly analyzed what keywords or situations would attract their target audience and make them want to share it, then packed those elements into the piece. This isn't just a haphazard "let's try making something and see how it goes" approach. They meticulously verify various conditions before confidently releasing the video. It's not a lighthearted "video content is booming, maybe we should try it too" attitude. Honestly, I think this is actually incredibly demanding work.

Handling everything from video production and distribution to driving awareness shifts and attitude changes

Amidst this, our PR team couldn't stay silent about video content either. What kind of content actually moves people and spurs action when it reaches them? And to spread information online, we need to skillfully design that "information flow structure," right? It's become deeply relevant to us. So, so, we launched it. A dedicated viral video team, named "Buzzle Brothers" (aka BB) ( http://dentsuprdigital.com/pr1/keppekideka.html ).

Based on the internet's unique characteristics, we grasp the insights of the information recipients we want to move. Within an information distribution structure encompassing both online and mass media, we set up efficient routes for information diffusion. Then, working backwards from there, we design the content to be deployed. This way, we handle everything from video content production to dissemination, all the way to changing awareness and attitudes—all in one seamless process. We launched this team with young creators from Dentsu Inc. and PR professionals who specialize in sparking movements! Plans are already steadily progressing. It's a waste to make a video and not spread it! If you're interested, please do give us a shout—(promotion).