The Brief

In Japan, compared to other generations, people in their 20s were less interested in horse racing. Therefore, the objective of this campaign was to have those in the 20s find interest in horse racing. The target had a preconceived notion that horse racing was for older generation, and not a cool thing to do. We needed to have the target see horse racing as a fun way to spend time.

Creative Execution

This was completely relevant to the service, which is horse racing, because on a huge screen, in a movie theater favored by those in their 20s, the target audience will experience the excitement of cheering for his/her horse. We created several variations of races. The Tokyo Racecourse were captured to the last details on the screen and a surrealistic and entertaining horse racing took place.

Describe the creative solution to the brief/objective.

Conducted a mock horse race using the screen at movie theaters in Tokyo where a lot of youth in their 20s visit. Viewers will receive a betting slip at the ticket booth and if the horse wins, the winners will receive premiums. The race shown on the screen was created using humourous computer graphics, the type the target audience enjoys. We wanted to have the viewers experience the excitement of cheering for their chosen horse, and have them discover the joy of horse racing.

Results

We succeeded in directly delivering our message to a total of 500,000 audience in the movie theaters. And the target audience will experience the excitement of cheering for his/her horse. The event appeared on the web news and was much talked about on blogs and Twitter. We found comments on Twitter such as “This is hilariousl! I felt like going to a real race course.”