Kyushu Bullet Train by Dentsu Inc. Tokyo for Kyushu Bullet Train

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Kyushu Bullet Train

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Industry Railways
Media Case study
Market Japan
Agency Dentsu Inc. Tokyo
Released June 2010

Awards

Spikes Asia 2011
Integrated Integrated Bronze

Credits & Description

CONGRATULATIONS KYUSHU!
Advertiser KYUSHU RAILWAY COMPANY
Product KYUSHU BULLET TRAIN
Entrant DENTSU Tokyo, JAPAN
Type of Entry: Integrated
Title: CONGRATULATIONS KYUSHU!
Advertiser/Client: KYUSHU RAILWAY COMPANY
Product/Service: KYUSHU BULLET TRAIN
Entrant Company: DENTSU Tokyo, JAPAN
Advertising Agency: DENTSU Tokyo, JAPAN
Creative Credits
Name Company Position
Yuya Furukawa DETNSU INC. Tokyo Creative Director
Atsushi Ogi DETNSU INC. Tokyo Planner/Art Director
Takuya Isojima,Hirokazu Ueda DETNSU INC. Tokyo Copywriter
Kota Tohata,Sayaka Arimoto DETNSU INC. Tokyo Planner
Urara Mano DETNSU INC. Tokyo Art Director
Keiichi Higuchi DETNSU INC. Tokyo Strategist / Campaign Planner
Shinya Seino DETNSU INC. Tokyo Web Planner
Miyo Sekimoto DETNSU INC. Tokyo Web Producer
Hikaru Ikeuchi,Mariko Shitara DETNSU INC. Tokyo Agency Producer
Takafumi Nogami DENTSU KYUSHU INC. Acount Executive
Ryo Miura DENTSU KYUSHU INC. Event Planner
Nobuko Nogami,Yohei Tanaka ENGINE FILM INC. Production Producer(Tokyo)
Tsuguto Shiraishi T&E INC. Production Producer(Kyushu)
Osamu Kawakami T&E INC. Production Manager
Taro Kodai,Shinsuke Ishihara J.C SPARK INC. Designer
Tsuguhisa Tanaka Bild CM Director
Yuriko Taki DETNSU INC. Tokyo CM Director
Koichi Uchida,Akio Kamachi,Mari Shibata CAST INC. Event Producer
Takehide Kunii,Mao Takagi TAKI CORPORATION Web Designer(Tokyo)
Akihiko Kumagai ANYSENSE INC. Web Designer(Kyushu)
Describe the campaign/entry:
The Kyushu Shinkansen Launch Campaign was to mark the opening of all Kyushu bullet train lines in the island of Kyushu. Still struggling with the ongoing recession, it was a 'once in a 100 years' type of event for the local residents. Thus, our mission was to share it in a tangible way that would provide vigor and happiness to everyone in Kyushu. We constructed festivity and participation creating a massive festive event both old and young could voluntarily participate in. In an era overtaken by virtual communication, our challenge was to create a real and 'live' connection, which is, a 250km wave across Kyushu. We invited people to 'do the wave' alongside the tracks during the Shinkansen's test run, and we held The 250km Wave Across Kyushu Event and filmed it from the bullet train. This wave, spanning 250km, is the world's longest.
Give some idea of how successful this campaign/entry was with both client and consumer:
The number of participants reached more than 30,000. Those gathered became individual media, encouraging their neighbors to participate, who would then do the same with their neighbors and so on. Everyone participated for free. Over 2 hours of TV coverage, All newspaper of Kyushu coverage, Kyushu Shinkansen special tickets Sold out in 15 seconds.TV spots of the campaign announcing the grand opening of all Kyushu Shinkansen lines was scheduled to air from March 12th, but was pulled back when the devastating earthquake hit Japan the day before. Despite this, the teaser TV spots promoted a massive reaction on Youtube (300,000 views in 3 days) and we received numerous comments telling us how it had given them courage and hope.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Step1: the invitation We invited people to 'do the wave' alongside the tracks during the Shinkansen's test run. 1. TVCF 2. Web,twitter 3. leaflets (to approach local governments, companies and educational institutions) STEP 2: The Event On the day of the Shinkansen's test run, we held The 250km Wave Across Kyushu Event and filmed it from the bullet train. This wave, spanning 250km, is the world's longest. 4.TVCF 5. Web