|Title||THE 250KM WAVE|
|Brand||KYUSHU RAILWAY COMPANY|
|Product / Service||BULLET TRAIN|
|Category||B02. Consumer Services|
|Entrant||DENTSU Tokyo, JAPAN|
|Entrant Company:||DENTSU Tokyo, JAPAN|
|PR/Advertising Agency:||DENTSU Tokyo, JAPAN|
|Yuya Furukawa||Dentsu Inc. Tokyo||Creative Director|
|Atsushi Oogi||Dentsu Inc. Tokyo||Planner /Art Director|
|Takuya Isojima,Hirokazu Ueda||Dentsu Inc. Tokyo||Copywriter|
|Kota Tohata,Sayaka Arimoto||Dentsu Inc. Tokyo||Planner|
|Urara Mano||Dentsu Inc. Tokyo||Art Director|
|Keiichi Higuchi||Dentsu Inc. Tokyo||Strategist / Campaign Planner|
|Shinya Seino||Dentsu Inc. Tokyo||Web Planner|
|Miyo Sekimoto||Dentsu Inc. Tokyo||Web Producer|
|Hikaru Ikeuchi,Mariko Shitara||Dentsu Inc. Tokyo||Agency Producer|
|Takafumi Nogami||DENTSU KYUSHU INC.||Acount Executive|
|Ryo Miura||DENTSU KYUSHU INC.||Event Planner|
|Nobuko Nogami,Yohei Tanaka||ENGINE FILM INC.||Production Producer(Tokyo)|
|Tsuguto Shiraishi||T&E INC.||Production Producer(Kyushu)|
|Osamu Kawakami||T&E INC.||Production Manager|
|Taro Kodai,Shinsuke Ishihara||J.C SPARK INC.||Designer|
|Tsuguhisa Tanaka||Bild||CM Director|
|Yuriko Taki||Dentsu Inc. Tokyo||CM Director|
|Koichi Uchida,Akio Kamachi,Mari Shibata||CAST INC.||Event Producer|
|Takehide Kunii,Mao Takagi||TAKI CORPORATION||Web Designer(Tokyo)|
|Akihiko Kumagai||ANYSENSE INC.||Web Designer(Kyushu)|
The Kyushu Shinkansen Launch Campaign was to mark the opening of all Kyushu bullet train lines in the island of Kyushu. Still struggling with the ongoing recession, it was a 'once in a 100 years' type of event for the local residents. Thus, our mission was to share it (beyond railroad fans) in a tangible way that would provide vigour and happiness to everyone in Kyushu. We constructed festivity and participation – creating a massive festive event both old and young could voluntarily participate in. In an era overtaken by virtual communication, our challenge was to create a real and ‘live’ connection, which is, a 250km wave across Kyushu. We invited people to 'do the wave' alongside the tracks during the Shinkansen’s test run, and we held The 250km Wave Across Kyushu Event and filmed it from the bullet train. This wave, spanning 250km, is the world’s longest.
Constructing festivity and participation – creating a massive festive event both old and young could voluntarily participate in. In an era overtaken by virtual communication, our challenge was to create a real and 'live' connection.
The number of participants reached more than 30,000. Those gathered became individual media, encouraging their neighbours to participate, who would then do the same with their neighbours and so on. Everyone participated for free. Over 2 hours of TV coverage, all newspapers included Kyushu coverage, Kyushu Shinkansen special tickets sold out in 15 seconds.
Step1: The invitation. We invited people to 'do the wave' alongside the tracks during the Shinkansen’s test run. In addition to ads and spots, we also approached local governments, companies and educational institutions. STEP 2: The Event. On the day of the Shinkansen’s test run, we held The 250km Wave Across Kyushu Event and filmed it from the bullet train. This wave, spanning 250km, is the world’s longest.
The Kyushu Shinkansen runs across the island, connecting the whole of Kyushu for the very first time. The bullet train is a big star putting smiles on everyone’s faces. Thus, our mission was to share it (beyond railroad fans) in a tangible way that would provide vigour and happiness to everyone in Kyushu.
When we invited people to join in this massive festival, we set them self-motivation by encouraging them to see this as a town revitalization project. Instead of the usual one-way model where companies would call for public participation, we created a 'Real Network' where the local residents themselves become individual media through their motivation to revitalize their communities.