Product / ServiceHORSE RACING
CategoryB01. Use of Digital in a Promotional Campaign
EntrantTOW Tokyo, JAPAN
Entrant Company TOW Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company TOW Tokyo, JAPAN


Name Company Position
Akio Morita DENTSU INC. Creative Director
Kensaku Yamamoto DENTSU INC. Producer
Fujinari Tsutsumi DENTSU INC. Copywriter
Haruko Ishibashi DENTSU INC. Planner
Ryosuke Ota DENTSU INC. Planner
Tetsuro Nagata DENTSU EAST JAPAN INC. Account Executive
Tsutomu Watanabe DENTSU INC. Account Executive
Mitsuru Nakamura DENTSU TEC INC. Production Producer
Kazuki Sakuda DENTSU TEC INC. Production Producer
Hirofumi Fukami TOW CO.,LTD Production Producer
Kazuya Okada TOW CO.,LTD Production Producer
Yusuke Fukushima TOW CO.,LTD Interactive Producer/Planner
Yayoi Yamamoto TOW CO.,LTD Planner
Kohtaro Fujiyama Technical Director/Producer

Brief Explanation

Suicides increase is serious social problem in japan. “JRA” which is the Japanese company helding hose race. Thinks people enter if we could stop the suide by giving young people enter promotion.

The Brief

・A horse riding machine it is popular then we paid attention to the machine ・As stress divergence machine for home use, it was sold was released more than one million. Is passed time, it will now be tired. ・This machine release price of $1,000 but second hand machine is $30 now.

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

Media effect 500 million yen scale the big topic. 200 and have been featured in many media. 300,000 people were coming in one week session. They enjoyed Derby Go Round with a smile and they were released from stress.

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

This tired obtained machine to fuse with the latest technology. To provision of new horse racing entertainment of stress divergence. Place is the world's largest station 3 million people a day use, Shinjuku Station. Here on the result of the open as a horse racing theme park for a limited time One week limited horse racing theme park in there. Gathering people to audience and participation more and more, everyone went enjoying commotion.