Creative Execution

Consequently made an online fan poll for listening fans' opinion generated publicity among hackers and we got 80 billions of total votes. Then, in reply for that, we created a fan-fiction movie and the publicity reached climax. As a result, web site access reached a total of 3 millions, 70 thousand facebook likes, 50 thousand twitters…it generated publisity amongst young people through SNS. It was counted for 3 hundred million media effect. It drew 120 thousand people including great number of young people to an actual horse race. It's 20% more audiences compared to the last year.

At the beginning of the campaign, we conducted a fan poll of characters. Then hackers started making noise and a certain character got 67 billion votes. The number was far beyond our expectation. Soon we created fan-fiction movie using real voice actors and it reached a peak of the excitement. Accordingly we released a horse race game animation right at the point of the excitement The good quality generated a highest response ever JRA had not only by hackers but young internet users. Then we built a giant statue in a horse race stadium. The project attracted people not only in a virtual but also in a real.

A campaign as a countermeasure to prevent loosing young audiences to a horse race. JRA decided to attract public attention online by creating a horse race animation online game which fans’ voice were reflected. We fixed our eyes on the hackers who always carry on about the topics online and are the strong spreading force for publicity. We aimed for boosting publicity through hackers to young internet uses.