MOST CHALLENGING QUIZ IN HISTORY. by Tokyu Agency for Next

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MOST CHALLENGING QUIZ IN HISTORY.

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Industry Website, Real Estate
Media Design & Branding
Market Japan
Agency Tokyu Agency
Director Naoki Tsuneyasu, Nobuhiko Maeda
Designer Tateki Yoshida, Takafumi Shinozawa
Released August 2010

Credits & Description

Category: Advertising Typography
Advertiser: NEXT
Product/Service: REAL ESTATE WEBSITE
Agency: TOKYU AGENCY
Date of First Appearance: Aug 1 2010
Entrant Company: TOKYU AGENCY, Tokyo, JAPAN
Entry URL: http://homes-cp.jp/index_pc.html
Creative Director/Copywriter: Kazuto Mochizuki (Tokyu Agency)
Art Director/Designer: Toshimi Hayashi (Tokyu Agency)
Designer: Tateki Yoshida (Birdland)
Designer: Takafumi Shinozawa (Birdland)
Planner: Yohei Taki (Tokyu Agency)
Public Relations Planner: Satoshi Innami (Tokyu Agency)
Director: Naoki Tsuneyasu (Tokyu Agency)
Planner: Takehito Ogawa (Tokyu Agency)
Planner: Yoko Osoegwa (Tokyu Agency)
Planner: Satoko Inoue (Tokyu Agency)
Director: Nobuhiko Maeda (Tokyu Agency)
Planner: Yuki Shirai (Tokyu Agency)
Account Executive: Toyomitsu Arai (Tokyu Agency)
Account Executive: Shogo Murase (Tokyu Agency)
Account Executive: Ryosuke Fujii (Tokyu Agency)
Account Executive: Keisuke Muroya (Tokyu Agency)
Account Executive: Tomotaro Suzuki (Tokyu Agency)
Media placement: OOH - Shibuya Station - 1 August 2010

Describe the brief from the client
HOME’S, a real estate/housing information portal website, only had an ad budget 1/20th the size of competitors. There was a need for a promotion that generated and spread buzz on a large scale but on a small budget.

Describe the challenges and key objectives
[The Most Difficult Quiz Ever]
An outdoor as was used to announce a very difficult quiz, embedding a secret code into a floor plan. The successful breaker of the code would win the right to
live in a prime lease-type luxury condo. A large-sized, wide-reaching
outdoor ad space in Shibuya, where Japanese trends start, was used to announce the quiz.

Describe how you arrived at the final design
The campaign title was a design influenced by the floor plan.

Give some indication of how successful the outcome was in the market
Though the ad was done only in Shibuya (media cost: 25 million yen), the
publicity exposure it received in major media like Fuji TV’s morning news
program “Mezamashi TV”, national newspaper Sankei Shimbun, and Yahoo! News, as well as buzz in SNS, the word spread across Japan.
Ad value conversion:
Over 400 million yen. The promotion drove record traffic volume to the
client’s website.