Brief Explanation

“Hirakata Park”, Japan’s oldest amusement park, had been overwhelmed by competing global giant ,Universal Studio Japan, and the number of attendance had been greatly decreased. Our Insight : New attraction will bring more visitors. Our Idea: By using small eye masks, we invented a new attraction How Relevant:Because of limitations in their capital and advertising budget, use of special media of low budget was necessary for the client.

Results and Effectiveness

①The campaign was featured in many TV shows, newspapers, SNS and 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 US$100,000.

Creative Execution

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 buzz by using several media such as TV shows, SNS and newspapers. We used existing attractions themselves as a center of brand new campaign. The campaign generated much buzz on SNS and people kept spreading the word, which attracted many visitors.

Insights, Strategy and the Idea

The target audience is all the amusement-park-goers, and many of them were inactive because Hirakata Park is an old amusement park. Because they seek for thrills in amusement parks, we chose eye masks as media for thrilling experience.