The Brief

In 2014, ADK, the third largest advertising agency in Japan, moved into the hottest area in Tokyo to create new business opportunities. The objective of our project was to take full advantage of this occasion to attract maximum attention from all potential clients.

Describe how the promotion developed from concept to implementation

A "change of address" notification via postcard is often discarded without getting much attention. So, instead of sending out postcards, we notified clients in an unconventional way by developing our original notification system, LOOK NEW ADK. LOOK NEW ADK is a website that clients can "experience." The aim is to have clients find the location of the new ADK office by grasping the right direction, distance and route to ADK from wherever they are, thus making it easier to visit ADK. By requiring physical movement, this "experience" will give a strong impression on clients so that they will not only remember the location of the new ADK, but also recognize its presence once again.

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

Many of our clients have been intrigued by this unique idea. After its release, access to our website reached over 22,000 in just a month. This “experience” took place outside of Japan as well, and clients in 23 countries have also visited our website. In the lobby of the ADK office, a huge screen visualizes statistics about where the attention is coming from, motivating ADK’s employees.

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

An interactive website for smartphones, as opposed to the conventional postcard notification that simply gets sent out, enables us to approach clients directly. Furthermore, by providing a rich physical experience through smartphone technologies, we will be able to leave a strong impression of ADK as a creative agency that always comes up with fun experiences.