AIG Leverages All Blacks Tie Up To Show Foreign Fans/Visitors How Not To Drive In Japan

As host nation Japan prepares for an unprecedented influx of visitors for the upcoming 2019 Rugby World Cup and then the Tokyo 2020 Olympics and Paralympics, AIG launched an integrated campaign leveraging its shirt sponsorship with the New Zealand All Blacks that sets out to educate foreign travellers ‘How Not To Drive In Japan’.

The initiative, developed in association with agency TBWA\Hakuhodo, targets the estimated 40 million overseas visitors expected later in 2019 and through 2020 (a number which equates to around one third of the entire Japanese population).

The practical road safety project aims to educate visitors through an engaging and memorable approach revolving around a spearhead digital and social spot starring the All Blacks.

The film focuses on eight Japanese traffic rules (from driving on the left side of the road, to identifying triangular stop signs) – each of which are explained in the comical, yet informative video.

Alongside the New Zealand rugby stars, another strand of the initiative saw AIG assemble members of the business world, plus local municipalities and influencers to further spread the campaign message and to get Japanese businesses excited and ready for the increased number of expected visitors.

This branded group was called ‘Team Yokoso’ (meaning ‘Welcome!’) and it includes Dominic Walton-France (All Blacks Deputy Ambassador of New Zealand to Japan) and Yasuhiro Nagano (Mayor of Beppu City – home to All Blacks training ground and base during the upcoming Rugby World Cup).

With other challenges like language and cultural barriers also posing potential challenges and risks, the team created a set of ‘How Not To’ cards which were distributed to more than 30,000 Japanese SMEs (eg F&B businesses, traditional inns and retailers).

These cards are also designed to both amuse and to explain how rules apply to everyone, and to encourage guests to understand and respect the local customs.

The campaign follows on from risk-based research.

With rental car use by tourists in Japan already spiking 230% over the past two years (partly because of the debut of an unlimited highway pass for tourists in 2017 and boosted by the fact that local taxi fares are the second most expensive in the world) and the fact that overseas drivers are four times more likely to be involved in accidents than Japanese drivers, AIG identified a growing need to reduce potential traveler-related risks, caused simply by tourists not understanding local rules.

“Our non-confrontational culture often results in difficulty effectively communicating and enforcing rules and regulations to overseas visitors,” said Shuhei Tsuji, Senior Creative Director at TBWA\HAKUHODO.

“That’s why it was important for us to take a tongue-in-cheek approach to help the nation educate tourists in a fun and appealing way.”

“Our history in Japan along with our unique global perspective and understanding of our Japanese customers has helped inform and develop the insight and opportunity for our individual, small business and corporate customers for 2019, 2020 and beyond,” added Matthew Walker, AIG Japan’s SVP / Regional Chief Marketing Officer.

“I think this is a great project for both overseas visitors and local businesses alike,” said Yasuhiro Nagano, Mayor of Beppu City.

“I’m very keen to develop synergies between our municipal activities and the message and spirit presented by TEAM YOKOSO to help it spread even further”.

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Links:

AIG

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New Zealand All Blacks

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http://www.facebook.com/allblacks

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TBWA/Hakuhodo

http://www.tbwahakuhodo.co.jp/en/