24 HOURS WITH NO SLEEP? by Hakuhodo Tokyo, TASHIZAN, Denbak-Fano Design for Jupiter Telecommunications

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24 HOURS WITH NO SLEEP?

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Industry Сable/Satellite television
Media Direct marketing
Market Japan
Agency Hakuhodo Tokyo
Producer Saito Yoshihiro, Jun Moriyama, Hiroshi Maruyama
Agency TASHIZAN
Creative Agency Denbak-Fano Design
Creative Director Naoya Morisako
PR Captain and Me
Released February 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: JUPITER TELECOMMUNICATIONS
Product/Service: CABLE TELEVISION NETWORK
Agency: TASHIZAN
Date of First Appearance: Feb 13 2011
Entrant Company: TASHIZAN, Tokyo, JAPAN
Entry URL: http://jcom-cp.jp/24h/
Creative Director: Naoya Morisako (Tashizan)
Producer: Yoshihiro Saito (Hakuhodo)
Producer: Jun Moriyama (Hakuhodo)
Producer: Hiroshi Maruyama (Hakuhodo)
Intractive Planner: Kazuhisa Matsumoto (Denbak-Fano Design)
Art Planner: Seiji Doi (Denbak-Fano Design)
Event Planner: Naoyuki Matsudaira (Denbak-Fano Design)
Public Relations Planning: (Captain and Me)
Media placement: Online Newsmedia -About 20 Spots - Yahoo!,MSN,and Etc.. - 13 February 2011
Media placement: Social Bedia -About 100,000 Spots - FB、twitter、blog - 13 February 2011
Media placement: Online Newsmedia - About 100 Spots - Yahoo!,MSN,and Etc.. - 14 February 2011
Media placement: Social Bedia -About 900,000 Spots - FB、twitter、blog - 14 February 2011
Describe the brief/objective of the direct campaign.
Jupiter Telecom main business is planning for cable TV & digital satellite programming, supply and broadcasting.
Jupiter telecom's problems had two objectives.
1. Increasing awareness that Jupiter Telecom provides over 70 channels.
2. Promoting the Jupiter Telecom brand
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We contacted our target via blogs, Facebook and Twitter.
1. Broadcasting 24 consecutive hours of original programs via ustream. Series of 1 hour lessons in classes in a school, where the production staff and performers present each program provided by Jupiter Telecom.
2. Lesson classes are taught to a single student for 24 hours straight without sleeping.
Explain why the creative execution was relevant to the product or service.
Its answer is Japans cultural background.
1. In school, supplementary lessons are taught, in addition to formal training.
2. The annual telethon program is also broadcasted for 24h on Japanese TV stations.
3. The program is broadcasted on the eve of Valentine's Day
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.
In just one night:
1. No.1 Ustream views in Japan.
2. Numerous posts on blogs followed by a total of 1,000,000 users.
3. More than 10,000 tweets.
4. 121 publications in news media.
5. More than 20 million gross impressions, the advertising promotion had reached 15 times the original budget.