The Brief

By inventing new attractions for an amusement park, we delivered direct product experience to the customers.

Creative Execution

We used existing attractions themselves as a center of brand new campaign. In summer of 2014、we introduced “HIDE 'N RIDE, which pumps up heartbeats by 180% by riding existing roller coasters and free falls with eye masks. We spread the news using PR. The campaign generated much buzz on SNS, and people kept spreading the words, which attracted many visitors. “HIDE 'N RIDE” is still in operation, and keeps attracting visitors. The campaign ran according to original plan.

Describe the creative solution to the brief/objective.

Because “Hirakata Park”is Japan’s oldest amusement park, there are many inactive customers. The target audience is both sleeping and potential customers. The campaign created an opportunity for the client and target audience to directly relate to each other.

Results

①The campaign was featured in many TV shows, newspapers, SNS, and the exposure was equal to 6 million dollars in advertisement costs. ②The number of attendance increased by 100,000 from the previous year, and by 160,000 from 2012. ③15,000 pairs of special eye masks $5 each, were sold, and the sales amounted to $100,000.