|Title||THE MEETUP TICKET|
|Product / Service||TOKYO TOWER TOP DECK TOUR|
|Category||B01. Mobile Websites|
|Entrant||DENTSU 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|
|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|
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.
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.
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.