How to convey the appeal of a "Mobile Living Room"

In my previous note, I introduced the concept of "enjoying Yoron Island from your own private front-row seat."

This time, I would like to write about another phrase that lies behind that concept.

A spectacular view outside the window, a drink in your hand, and a sense of superiority

Park your car in a spot you like. Sit back on a comfortable sofa inside the air-conditioned vehicle. You have a drink in front of you, and the ocean spreads out beyond the window.

You can see the same scenery from the window of a regular passenger car. However, there is no relaxation there. That is because you cannot keep gazing at the spectacular view while sitting in the driver's seat.

Only a camper van can...

To put the feeling this experience creates into one word, it is a sense of superiority. Even if you are looking at the same spectacular view, the way you experience it is completely different. This is a feeling that can only be created with a camper van.

A phrase that hotels, guesthouses, and rental cars cannot offer

On Yoron Island, there are high-end, private rental villas that cost over 100,000 yen per night. They feature luxurious interiors, extravagant facilities, and spaces that create an extraordinary experience. However, even those accommodations cannot move. No matter how much money you spend, you cannot choose the scenery outside the window.

Even if rental cars can move, they do not have the concept of relaxation. While they can transport you to your destination, they do not provide the comfort of staying there.

Only a camper van possesses the two values of being able to move and being able to relax at the same time.

When I thought of the phrase "Mobile Living Room," I was convinced that it is a charm unique to camper vans that neither hotels nor rental cars can offer.

I would like to add one clarification here.
I am not a camper van advocate at all costs.
Hotels have their own merits, guesthouses have their own merits, and camper vans have their own merits.

I believe this is the mission assigned to me.
That is precisely why it is important to introduce camper vans, which have not yet taken root as a culture on the island, in an easy-to-understand way and let many people know about them.

There are nameless merits buried in the region

There is a common failure often seen in local settings. It is the failure where, despite having a good product or a good experience, there is no single phrase to describe it, causing it to be buried among other tourism resources.

On this remote island at the southernmost tip of Kagoshima Prefecture, "Yoron Island," there are still many resources lying dormant without a name. The phrase "Mobile Living Room" was not born to sell the vehicle known as a camper van, but to sell the experience that can only be enjoyed with a camper van. I feel that the process of naming is a step that is often put on the back burner in local settings.

In the end, visuals are justice

No matter how good the words you prepare are, there is a barrier where it is difficult to reach people who have never experienced it. Words alone cannot convey the feeling of sitting on a sofa or the color of the sea spreading out before your eyes. That is why I chose the strategy of showing photos and videos on SNS, starting with this note.

Traveling alone is often thought to be anxiety-inducing, but with a "Mobile Living Room," you are freed from the anxiety of looking for accommodation. Since the camper van itself is originally a light vehicle, it is also easy to drive.

A trip for three women. The precious time spent with friends can be spent comfortably in a "Mobile Living Room."

For people who see these photos and think, "What is this??", I place the phrases "Enjoy Yoron Island from your own special seat" and "Mobile Living Room" as the words they encounter next. Visuals create curiosity, and words respond to and strike that curiosity. I carefully designed this sequence.

Parking in your favorite spot and gazing from the sofa at the superb view of Yoron Island becomes your own special seat. In an air-conditioned "room," you can enjoy the luxury of gazing at the sea and the sunset on Yoron Island.

The name is still just born

Both the phrase "Mobile Living Room" and the phrase "Enjoy Yoron Island from your own special seat" have only just been born. Even so, this process of conceptualization is indispensable for product and service development.

Before that, I created the catchphrase "Yoro-Can" to collectively refer to the entire project. If "Yoro-Can" is the major category, then "Mobile Living Room" and "Enjoy Yoron Island from your own special seat" are the sub-categories.

I want to continue to watch over the process of the words born from this project growing.

Next time, I will write about the "value provided" that lies beyond this phrase "Mobile Living Room," in other words, what we are selling.

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