The Brief

The purpose of the campaign was to increase the number of spectators for the relatively unknown public viewing event for FIFA World Cup Asian Final Qualifying Round (Charged) as the game was held nearby.

Describe how the promotion developed from concept to implementation

We created a campaign in which people who shared the same last name as Japanese national team members got into the event free. We generated a buzz and acquired the awareness of the event through social networking, official website, and press release.

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

The national team selection itself collected a lot of attention and with its next-to-nothing advertising budget, the word of mouth explosively grew, mainly through social networking. As a result, the number of spectators reached record high of 15,225.

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

Because Japanese family names are extremely varied and there are nearly 300,000 surnames in use today, Japanese people have a strong attachment towards people who share the same surnames and it encourages the greater dispersion of word-of-mouth especially if those are the horned national team players.