The Brief

The greatest mission for the Tokyo Disney Resort at their 30th anniversary was to search for a new experiential value and attain a higher state to provide the "happiness" to all the guests who visit the park.

Describe how the promotion developed from concept to implementation

All the guests take picture when they visit the park. For this, we developed a camera app that can make the day in the park more enjoyable by just taking picture. One of our image customers of this application was the father of the family. They run around doing family duty, and become warn out. But by taking picture with "HAPPINESS CAM", they can store a happy moments of his family without queuing for the attraction.

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

After three month of release, it achieved 600 thousand downloads. 28% of the downloaded users has visited the park and enjoyed using the app for picture taking. In this new challenge of Tokyo Disney Land at their 30th anniversary, we managed to produce a new experiential value to the customer from before the visit till after the visit.

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

"HAPPINESS CAM" makes you feel the park closer even before you visit the park. We also performed an AR poster promotion all around Japan to encourage people’s excitement for our 30th anniversary. When our guests visit the park, we prepared an in-park photo spot. And we also tried not to break the image of the dream land image of the park by using the app in the natural act of picture taking.