All Nippon Airways Case study SASOU-DRAMA by Dentsu Inc. Tokyo


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Industry Airlines
Media Case study
Market Japan
Agency Dentsu Inc. Tokyo
Director Yuichiro Sato
Producer Satoru Nakamura
Released November 2010

Credits & Description

Category: Titanium and Integrated
Product/Service: ANA SKY HOLIDAY
Agency: DENTSU
Date of First Appearance: Nov 15 2010
Entry URL:
Chief Planner: Shinya Muraoka (Dentsu)
Planner: Kengo Nogami (Dentsu)
Creative Director/Planner/Copywriter: Tomohiro Nishijima (base Co.)
Web Director: Tomoko Matsunaga (base Co.)
Producer: Satoru Nakamura (ROBOT COMMUNICATIONS)
Production Manager: Masumi Kanada (ROBOT COMMUNICATIONS)
Director: Yuichiro Sato (ROBOT COMMUNICATIONS)
Web Director: Yuki Matsui (ROBOT COMMUNICATIONS)
Account Exective: Seiji Ota (Dentsu)
Account Exective: Hiromune Hayashi (Dentsu)
Media placement: TV Campaign -1spot - TX - 25 Nov 2010
Media placement: AD-Card - Omotesando,shibuya And More - 15 Nov 2010
Media placement: Train Channel - Yamanote-Line - 15 Nov 2010

Describe the campaign/entry
We developed an original invitation portal site to have users invite someone special on a trip. You can create your one and only “invitation drama” by typing your name, invitee’s name, destination and your message. To boost the spread, an original URL is issued to each drama that can be sent to others through email and social media. We built a structure to have the viewers actually purchase the tour right after watching the drama.

Describe how the campaign/entry was launched across each channel in the order of implementation
Launch of the website.
Announcement in associated organizations mail magazines, along with the official release from ANA.
The communication spread as a chain. The inviter creates his/her own "invitation drama" and sends it to the invitee, leading the invitee to become the next inviter.

Give some idea of how successful this campaign/entry was with both client and consumer
313,516 "invitations dramas" were born throughout the campaign.