The Brief

Our client, Tokyu Corporation, is a transportation company that also focuses on urban development. One of their projects is urban renewal for the Shibuya area in Tokyo. One of the hotspot in Shibuya,the Q’s EYE, is under Tokyu‘s management. It is a 20m tall digital display at the world famous Shibuya Crossing. Taking advantage of the newly upgraded display, Tokyu purposed to have a summer festival at the Crossing to rejuvenate the area. Along with talk shows, live performances and promotions of local companies, the highlight of the festival is using the large display for digital fireworks.

Describe how the promotion developed from concept to implementation

Firework is a traditional custom during summer in Japan. Normally, the event will happen far away from the urban area. For this project, we want to bring the normal extravagance of the real firework into the heart of Tokyo. For our client, which owns train line running through Shibuya, everyone there are its customers. In order to show the spirit and goodness of Shibuya to all kinds of people traveling through there everyday, we purpose having a weeklong firework summer celebration.

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

Within a week, over 3700 users participated, and they launched over 8,6000 fireworks. During the campaign, while a lot of actual firework events got canceled because of rain, but our fireworks continue the traditional festive spirit in the center of Tokyo. The event soon became a huge talking point and featured in newspapers, TV shows, and other oversea medias. It generated over 1,600,000USD free exposure.

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

When users arrived at the crossing, they can join the event by scanning the QR code on the spot. They will automatically join a queue, and will be notified via their smartphone when it is their turn. By swiping their smartphone, the fireworks will launch from their smartphone onto the huge digital display. Moreover, the users just have to go to a website on their phone to participate. Without the hassle to download app, it is quicker and easier for user to participate. The event was broadcasted live online, and the fireworks could also be seen from far away.