To draw tourists to a country town where there is only a tideland, the local delicacy, WARASUBO, was featured and attracted much public attention. The movie was covered by a variety of media and resulted in the ROI up by10,000% within only 2 months.

In Japan, it is a mainstream activity that a local municipality creates a cute mascot character depicting a local specialty, so-called “Yuru-Kyara”, to carry out its PR, however, this campaign achieved to bring about the tremendous effects with a low budget in a completely opposite manner as daringly making the real creature with a grotesque look the main character of the movie.

The city mayor held a press conference for PR at the Saga city hall in late January, 2015 in which the web site and movie were made public. The news spread across the county overnight and many TV programs covered the topic. Following February, local makers voluntarily developed WRSB goods and began selling them.

The movie was created with the city mayor, local actors and extras from the Saga city as the cast and only $10,000 budget, and surpassed 85,000 views within 2 months.

The PR press conference was costless as holding it at the city hall.

The video was exclusively covered 18 times in total by 10 TV stations including the state-run NHK.

5 radio stations, 10 newspapers and on/offline magazines in Japan also featured the video resulted in the media impression worth $1,000,000 and ROI up by 10,000%. This PR campaign has been equally recognized by overseas media such as Campaign Brief, Agency Spy and Creative Pool.

For the 2 month period, the number of tourists to the city of Saga increased by 500 visitors and local restaurants also saw a hike in their sales. Also, the pottery master of the local traditional porcelain, Arita-yaki, has started selling self-developed WRSB goods.