Why is this work relevant for Direct?

This is ads for a driving school for young people who don't interesting in driving. And we thought station would be the best place for it to be seen by people who don't drive. Finally it reached the sensibilities of young people directly. Because the "road signs" that usually are supposed to be on road were posted in the station, and the ads caught the attention of young people.

Background

Young people in Japan these days are not interested in cars. So we wanted to do something that would attract the attention of young people. With a limit of 1.5 million yen, including production and media costs, we used a part of the stations, which are not normally use as a medium for advertising. It succeeded in surprising people with a sight that is not usually seen.

Describe the creative idea (30% of vote)

This is the idea which is to catch people's attention to "road signs" that should be on the road, but are posted in station. This advertisement explains how your driver's license will change your life and where it will "drive" you in life. This "road sign" has encouraged many students to get their driver's license and dream of a fulfilling experience.

Describe the strategy (20% of vote)

We thought station would be the best place for it to be seen by people who don't drive. We chose Takadanobaba Station because there are more than 10 universities within walking distance. Futhermore we posted it during the following key periods (1) College exams. High school students who don't normally use this station come here to take exams. (2) Spring break for students. Most students get their licenses during then. Consequently so many people posted it on social media.

Describe the execution (20% of vote)

With a limit of 1.5 million yen, including production and media costs, we we used a part of the station that is not usually used as an advertising medium. We chose Takadanobaba station. However, that station had no existing advertising media, such like road signs, posted above the heads of passersby. So we negotiated with the railroad company to allow flags in the station, which originally did not function as an advertising medium, to be used for realize our idea.

List the results (30% of vote)

The ad was featured on Yahoo News, one of Japan's largest news sites, as well as in newspapers, magazines, and various other media outlets, as well as creating a buzz on social media. The applicants increased to 150% despite Covid-19 pandemic.