Results and Effectiveness

- Although the budget was very limited, we multiplied it by 500% with significant media coverage. - This campaign increased ticket sales for working holiday by 10%.

Creative Execution

To deliver our message, “Take one year, and create your New Self in New Zealand,” we featured a classic transformation story told in a purely Japanese way…through Action figures. First of all, we made the Action figures “life-size” in Shibuya, a popular destination area for young adults in Tokyo, to visually showcase how people transform into their New Self in New Zealand. Then we invited people to the website where the Action Figures’ transformation stories are told as “specs”; from there, we generated strong interest in New Zealand and directly linked them to the purchase page for tickets. Moreover, the “New-Self Generator” enabled anyone to create an Action Figure of their new self which also increased people’s desire to visit New Zealand.

Insights, Strategy and the Idea

A working holiday is a one-year visa designed for people 18-30 years old; the number of young adults pursuing a working holiday in New Zealand has been in steep decline for 5 years. Our challenge is to reverse this decline when many young adults in Japan are distracted by their daily lives, and filled with anxiety and stress over their future.