The Japan Racing Association/ JRA DM JAPAN WORLD CUP by Tokyu Agency

JAPAN WORLD CUP

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Industry Culture, Leisure & Sport, Sports Teams & Events, Business equipment & services, Corporate Image
Media Direct marketing
Market Japan
Agency Tokyu Agency
Director Riichiro Mashima
Art Director Masayuki Uchida
Editor Michiro Kato
Released July 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: JAPAN RACING AND LIVESTOOK PROMOTION FOUNDATION
Product/Service: HORSE RACE
Agency: TOKYU AGENCY
Date of First Appearance: Jul 3 2010
Entrant Company: TOKYU AGENCY, Tokyo, JAPAN
Entry URL: http://award.aid-dcc.com/jra/en/
Creative Director / Planner: Tetsushi Kawachi (Tokyu Agency)
Director: Riichiro Mashima (Idiots)
Narrator: Jyuwich Mogy
Art Director: Masayuki Uchida (Tokyu Agency)
Desiner: Tateki Yoshida (Birdland)
Desiner: Takafumi Shinozawa (Birdland)
CG Producer: Hiroki Kawashima (Jinnes Animation Studio)
CG Director: Shigeyuki Watanabe (Jinnes Animation Studio)
CG Designer: Mayumi Kawanishi (Jinnes Animation Studio)
CG Designer: Suwapass Duangchingarm (IMAGIMAX)
Sound Producer: Hiroshi Jingu (Engine Film)
Editor: Michiro Kato
Account Director: Zen Shinichiro (Tokyu Agency)
Account Director: Tomohiko Fujii (Tokyu Agency)
Account Director: Eri Saika (Tokyu Agency)
Account Director: Yoshito Matsumoto (Tokyu Agency)
Media placement: Cinema Ad Campaign - 8 Spots - Movie Theaters - 3 July 2010

Describe the brief/objective of the direct campaign.
Offer the chance to experience horse racing to those in their 20s with no experience of horse racing and who have the perception that “Horse racing is for old men I don’t know how to play”. Make the target share their experience with their friends and make them visit the race course.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a campaign that will trigger them to talk about horse race and to visit the race course.It is a cinema ad using animation and comedy, the two most popular type of entertainment among the youth. Betting slips and racing papers were distributed at the movie ticket booth. Audience waiting for the movie watched the video introducing the horses.The audience predicted the winning horse and watched the race.Those with the winning slip received a premium after the show, and 8 races were created making it difficult to tell the winning horse.

Explain why the creative execution was relevant to the product or service.
We provided the experience of participating in horse racing at the movie
theater, in other words, actually cheering for a horse with the racing
ticket in hand, feeling the heart-stopping excitement of horse racing.

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.
500,000 visitors to the movie theater. 1.5million visitors to the website. On average spending 12.5 minutes. 6 million views for the video. Over 30,000 tweets. Over 20,000 new visitors to the race course. Introduced in numerous news media.This was a surrealistic horse racing but we created a thoroughly realistic racing experience. We carefully created a true-to-life racing course and betting process. As a result many youth became interested in horse racing. They began to talk and visit racing course with their friends.