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Tokyo Metropolitan Government: Toei Station Stadium
| See full size 1280x889 px | |
| Released: | June 2008 |
| Avertiser: | TOKYO METROPOLITAN GOVERNMENT |
| Agency: | DENTSU |
| Country: | Japan |
| Category: |
Entertainment & leisure
|
| Awards: |
Cannes Lions 2008 Media Silver
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Title: TOEI STATION STADIUM
Advertiser/Client: TOKYO METROPOLITAN GOVERNMENT
Product/Service: 2016 OLYMPIC HOST BID
Entrant Company, City: DENTSU, Tokyo
Country: JAPAN
Media/Advertising Agency, City: DENTSU, Tokyo
Country: JAPAN
Category: Best Use of Ambient Media: Large Scale
Title: TOEI STATION STADIUM
Advertiser/Client: TOKYO METROPOLITAN GOVERNMENT
Product/Service: 2016 OLYMPIC HOST BID
Entrant Company, City: DENTSU, Tokyo
Country: JAPAN
Media/Advertising Agency, City: DENTSU, Tokyo
Country: JAPAN
Credit Details:
| Name | Position | Company |
| Naoya Hosokawa | Creative Director,Copywriter,Communication Planner | Dentsu |
| Motofumi Kanesaka | Communication Planner,Producer | Dentsu |
| Takahiro Tsuchiya | Art Director,Communication Planner | Dentsu |
| Toro Kodai | Designer | J.C.Spark |
| Ikki Nagai | Designer | J.C.Spark |
| Akira Ozone | Account Exective | Dentsu |
| Kota Mogami | Account Exective | Dentsu |
| Masashi Miyamae | Producer | Dentsu |
| Haruhisa Ota | Producer | J.C.SPARK |
| Hirotaka Hasegawa | Producer | Kobayashi Kogeisya |
| Yukiyoshi Arisaka | Producer | Kobayashi Kogeisya |
| Mitsuhiro Amamoto | Movie Directors | Monster Films |
| Wataru Sato | Movie Directors | Monster Films |
| Yota Mizozoe | Movie Directors | Monster Films |
Innovative Media Strategy:
Tokyo had been selected as an applicant city for hosting the 2016 Olympic Games. Our challenge was to dramatically increase the percentage of Tokyoites in favor of hosting the games by December 2007. To raise people's spirit to host the Olympics in Tokyo, we believed it was crucial for people to 1) Experience the Olympic sports with their own body. 2) Experience various cultural attractions in Tokyo. Therefore, instead of using the mass media such as TV and newspapers, we utilized people's everyday transportation, metro, as our media.
Creative Execution:
We transformed 30 metro stations overnight into 30 Olympic stadiums for different sports. We selected a metro line that circles around Tokyo, which stations represent various cultural centers in the city. We made the sports of each station link to the history and culture of the surrounding area. This instigated people to experience the sports and the culture simultaneously. The unused, dark areas in the stations were turned into healthy, athletic spaces.
Target Audience:
Many citizens got off at stations they normally don't, and participated in the event. The campaign created an instant buzz nationwide. News channels as well as countless blogs introduced the event. According to internet research on the last day of the campaign, the number of people supporting the bid increased by 26million in Japan, which is 155% of the number before the project had taken place.
Effectiveness:
The awareness of Tokyo's bid had been raised to 85% nationally, and to 95% in Tokyo. By using the metro line owned by Tokyo City, we produced the event with 0 yen media cost.