THE MEETUP TICKET

TitleTHE MEETUP TICKET
ClientTOKYO TOWER
Product / ServiceTOKYO TOWER TOP DECK TOUR
CategoryA07. Travel
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media Placement DENTSU INC. Tokyo, JAPAN
PR PLATINUM Tokyo, JAPAN
Production AID-DCC Tokyo, JAPAN
Production 2 FUTUREK Osaka, JAPAN
Production 3 J.C. SPARK Tokyo, JAPAN
Additional Company DENTSU CREATIVE FORCE Tokyo, JAPAN

The Campaign

We wanted to give these parents a foolproof way to get their children to make time for them when they visit Tokyo. Thus, we created a website that helps parents create the impression that they've purchased tickets to the observatory of Tokyo Tower--one of the city's best-known landmarks--and that they want to join the tour with their children.

Creative Execution

We launched a website where users can create custom images that suggest they have purchased tickets to the Tokyo Tower Observatory Tour. The website made it easy for users to email the images or to send via social media to their children, and even provided sample messages that users could employ to make the pitch convincing. Once their children indicated they would be able to go, the user could then revisit the website and purchase the actual tickets. We launched the website just before the May holidays in Japan--a perfect time for parents to visit Tokyo.

·A total 365 tickets were purchased through the website during the May holidays. ·The website enjoyed exposure on 60 media, including a morning variety show that is very popular with the target demographic. ·It also became a popular topic on social media. ·The user base expanded to include younger people, who used the service to invite people on dates and casual outings.

To increase the attendance of Tokyo residents on the Tokyo Tower Observatory Tour, we created a unique website designed to let older people living outside of Tokyo--and who have adult children living in Tokyo--use the tour as an opportunity to catch up with their children when work or another occasion brings them to the city. Instead of marketing the tour directly to Tokyo residents, we decided to target their parents, who acted as our recruiters by inviting their Tokyo-based children to join the tour with them.

Insights, Strategy and the Idea

We targeted parents who live outside of Tokyo but who have children living in Tokyo. We created a unique digital solution to help the parents make a convincing pitch to their children, and advertised the solution in online media that targeted the same demographic.

Credits

Name Company Position
Takato Akiyama Dentsu inc. Creative Director
Teru Tsujinaka Dentsu inc. Copywriter
Ryuto Furukubo Dentsu inc. Art Director
Naoto Shigemasa Dentsu inc. Interactive Producer
Aiko Kurikawa Dentsu Creative Force inc. Creative Producer
Kenjiro Nakayama AID-DCC Inc. Interactive Art Director/Designer/Illustrator
Kiyomitsu Saruta FUTUREK Inc. Frontend Engineer
Soichiro Fujii Freelance Frontend Engineer
Hiromi Sugawara J.C.SPARK Inc. Designer
Yuya Hamamura Platinum, Inc. PR Planner
Karen Matsuba Platinum, Inc. PR Consultant
Ayaka Yamasaki Platinum, Inc. PR Consultant
Yutaka Akuzawa Dentsu inc. Account Executive
Ayako Wada Dentsu inc. Account Executive
Links
Website URL