THE 250KM WAVE

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TitleTHE 250KM WAVE
ClientKYUSHU RAILWAY COMPANY
Product/ServiceBULLET TRAIN
CategoryB02. Consumer Services
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
PR/Advertising Agency:DENTSU Tokyo, JAPAN

The Campaign

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.

The Brief

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.

Results

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.

Execution

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 Situation

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.

The Strategy

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.

Credits

Name Company Position
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)