TOKYO SUSHI TRAIN

TitleTOKYO SUSHI TRAIN
BrandSUSHIRO GLOBAL HOLDINGS LTD.
Product / ServiceBRAND
CategoryA01. Food / Drink
EntrantTOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Idea Creation ADK MARKETING SOLUTIONS Tokyo, JAPAN
Idea Creation 2 ADK Tokyo, JAPAN
Media Placement ADK MARKETING SOLUTIONS Tokyo, JAPAN

Credits

Name Company Position
Ken Matsuda ADK Creative One Inc. Group head
Ryo Hasegawa ADK Creative One Inc. Art Director
Takashi Mizuochi ADK Creative One Inc. Designer
Ichiro Yamada ADK Creative One Inc. Group head
Mako Abiru ADK Creative One Inc. Planner
Kou Shimizu ADK Creative One Inc. Web Director
Naoki Yasutake ADK Marketing Solutions Inc. Account Executive
Tatsuya Naoe NOET PHOTO VISUALS Photographer
Kan Wakai VISIONARY VANGUARD Photographer
Saya Morita Re:KICHIN Foodstylist
Chiaki Ishihara ADK Creative One Inc. Designer

Why is this work relevant for Brand Experience & Activation ?

The Yamanote Line forms a loop around the center of Tokyo, serving some 60 million monthly passengers. By turning its trains into sushi-bearing conveyor belts and platform gates into counter seats, our advertising offered a kind of simulated sushi experience, a grand attempt to entice tastebuds. In fact, the advertising boosted appetites for sushi among the passengers who witnessed it while considering their morning or evening meals; in addition to a large volume of PR and SNS reactions, sales also increased significantly.

Background

Despite being Japan's top kaiten-zushi (conveyor belt sushi) chain, Sushiro only has four stores in central Tokyo, and even these are not well known. Seeking to boost sales and make serious inroads in the capital, Sushiro urgently needed to raise its presence in Tokyo. This campaign aimed to stimulate appetites for sushi and leave a lasting impression on Tokyo residents, firmly linking Sushiro with kaiten-zushi.

Describe the creative idea (20% of vote)

By turning platform gates into sushi store counter seats, and trains into sushi-bearing conveyor belts, we made the world's largest kaiten-zushi appear in Tokyo. The first of its kind in Japan, the combined advertising on trains and platform gates offered commuters a simulated sushi experience, in a grand attempt to entice their tastebuds.

Describe the strategy (20% of vote)

Our target was commuters using the Yamanote Line, numbering approximately 60 million over one month. In particular, by offering a simulated kaiten-zushi experience at times when commuters would be hungry (morning and evening), we were able to stimulate the target's appetites and leave a lasting impression that firmly linked Sushiro with kaiten-zushi.

Describe the execution (30% of vote)

Platform gate advertising was displayed between 16 May and 12 June 2019, at all 22 stations on the Yamanote Line (30 ads per station). Advertising on train exteriors was displayed from 26 May (partial implementation from 19 May) until 8 June, on trains with 10-carriage formations. Almost all Yamanote Line stations became sushi counters, with approximately a quarter of operating trains serving as Sushiro conveyor belts.

List the results (30% of vote)

Sushiro stores in Tokyo recorded an extraordinary 11% increase in sales compared to the previous year. SNS posts exceeded 150,000. In addition, applications for new stores roughly tripled after the start of the campaign, with a new Akihabara branch now set to open in 2019.