All Nippon Airways DM INVITATION PLATFORM by Dentsu Inc. Tokyo

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

Credits & Description

Category: Direct Response Digital: Other Digital Platforms
Product/Service: AIRLINE
Agency: DENTSU
Date of First Appearance: Nov 15 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Chief Planner: Shinya Muraoka (Dentsu)
Planner: Kengo Nogami (Dentsu)
Creative Director/Planner/Copywriter/Web Director: Tomohiro Nishijima (Base)
Producer: Satoru Nakamura (Robot Communications)
Production Manager: Masumi Kanada (Robot Communications)
Director: Yuichiro Sato (Robot Communications)
Web Director: Yuki Matsui (Robot Communications)
Account Executive: Seiji Ota (Dentsu)
Account Executive: 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 brief/objective of the direct campaign.
To redesign ANA’s brand value and position it apart from the competitors (such as low cost airlines and railway companies) that have become a boom recently.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed an original invitation portal site to have users invite someone special to 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 by emails and social medias. The campaign also appeals ANA’s branding message “Choose ANA for inviting people you care for” within the 3 minute commercial.

Explain why the creative execution was relevant to the product or service.
We have succeeded in facilitating customer acquisition by having people register to the frequent flyer program within the process of joining the campaign. Furthermore, we achieved high-margin direct sales by building a structure to have the viewers actually purchase the tour right after watching the drama.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
310,000 original dramas were born.