| Title | HILLS POST 2009 |
| Brand | JAPAN POST SERVICE |
| Product / Service | NEW YEAR'S GREETING CARDS |
| Category | A05. Best Use of Ambient Media: Large |
| Entrant | GT TOKYO, JAPAN |
| Entrant Company: | GT TOKYO, JAPAN |
| Advertising Agency: | GT TOKYO, JAPAN |
| 2nd Advertising Agency: | DENTSU Tokyo, JAPAN |
Credits | |
| Name | Company | Position |
|---|---|---|
| Reietsu Hashimoto | Dentsu inc. | Campaign Director+Concept+Agency Producer+Creative Director |
| Takaya Maekawa | Dentsu inc. | Concept+Agency Producer+Production Management |
| Motoi Sadakane | copilot inc. | Concept+ Campaign Management |
| Takayuki Rokutan | GT Tokyo | Concept+Copywriter(FILM)+Web Director |
| Rie Fujinaka | NOPPO | Art Director+Desginer |
| Toshiyuki Hashimoto | aircord inc. | Technical Director(event) |
| Masato Tutsui | aircord inc. | Programmer(event) |
| Jun Komatsu | Uniba Inc. | System(event+WEB) |
| Takumi Watanabe | steneco | Flash(WEB) |
| Kyosuke Sakurai | logosDeagin | Film Producer |
| Naoki Sato | HAT | Film Producer |
| Ryo Takebayashi | HAT | Film Director |
| Kenichi Kushida | LOUNGE INC. | Event Director |
| Masakatsu Takagi | Music Composer | |
| Takumi Shiba, Eisaku Ota, Yusuke Kazama | Dentsu inc. | Media Producer(OOH) |
| Rie Takeshima, Takashi Sakuma | Dentsu inc. | Planning Supervisor |
| Tohru Tanaka | GT Tokyo | Executive Creative Director |
| Taro Masuda | Dentsu inc. | Account Executive |
| Kanako Asami, Katsuhiko Ito, Kenichi Aizawa, Hitoshi Douken, Masago Tanimori | Japan Post Service Co., Ltd | Client Supervisor |
In one hour about 200 cards were sent, a total of 11,000 cards were sent during the event period.Around 2400 people participated. *The event period was 57hrs- 6 hrs a day over 10days (excluding press event time). Attendance at the media event:300,000 people.Publicity Result:about 1 million USD. A high cost effective result was achieved. A collaboration of a digital media and the 'analogue' action of sending a New Year's card has encouraged the sending of New Year's cards and invented a new way of saying 'Happy New Year!'
The 'Interactive brand experience' is outlined in the 2 points below : - The experience of seeing yourself posting your New Year's greeting card into a giant postbox projected on the screen. - This personalized on-brand movie of you posting the card can be sent along with the actual card and accessed by the receiver of your card by their cell phone. *A personalized movie is made to include the moment of you posting your greeting card. The QR code of this URL is then made on the spot and affixed to the card to then be sent to its recipient.
One of Japan's cultural customs is the sending of New Year's greeting cards. Over 3,000,000,000 cards are sent every year. Friends send these cards to each other at the beginning of the year. At this time, Japan Post implements a special process system for sending these cards. The cards are not sent as soon as they are posted, but rather are held at the Japan Post Office to be sent out all together on New Year's day. Our aim is to encourage the younger generation to write these New Year's greeting cards and keep up this Japanese tradition. Recently, the number of New Year's greeting cards sent in Japan is on the decline. Young people of today, especially those so-called 'Digital Natives' are not used to the custom of hand writing letters. Rather than sending New Year's cards, they are sending their greetings by phone mails (SMS).