CONGRATULATIONS KYUSHU! THE 250KM WAVE

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TitleCONGRATULATIONS KYUSHU! THE 250KM WAVE
BrandKYUSHU SHINKANSEN
Product / ServiceBULLET TRAIN
CategoryA01. Event & Field Marketing
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Sales Promotion/Advertising Agency:DENTSU Tokyo, JAPAN

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)

The Brief

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 and thus, we set out to expand this railroad news to create a massive 'festival'. n an era overtaken by virtual communication, our challenge was to create a real and 'live' connection.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

The number of participants reached more than 30,000. Those gathered became individual media, encouraging their neighbors to participate, who would then do the same with their neighbors and so on. Everyone participated for free. Over 2 hours of TV coverage, All newspaper of Kyushu coverage, Kyushu Shinkansen special tickets Sold out in 15 seconds.

Explain why the method of promotion was most relevant to the product or service

The bullet train a big star putting smiles on everyone's faces. Thus, our mission was to share it in a tangible way that would provide vigor and happiness to everyone in Kyushu. We constructed festivity and participation – creating a massive festive event both old and young could voluntarily participate in. When we invited people to join this massive festival, we set them self-motivation by encouraging them to see this as a town revitalization project. In other words, we created a 'Real Network' where the local residents themselves become individual media through their motivation to revitalize their communities.