Hide 'N Ride by Hakuhodo Tokyo for Hirakata Park

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Industry Leisure Parks
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Japan
Agency Hakuhodo Tokyo
Creative Director Tomohiko Kawanishi
Art Director Atsushi Takegami
Designer Taishi Yabushita
Producer Shinji Asano, Kazuo Miyabayashi
Released April 2015

Awards

Spikes Asia, 2015
Outdoor Outdoor: Ambient: Small Scale Special Solutions Gold Spike
PR Campaign: Costs/Creative Performance PR Campaign Bronze Spike
Media Use of Media: Use of Ambient Media: Small Scale Bronze Spike

Credits & Description

Media: Use of Media
Category: Use of Media: Use of Ambient Media: Small Scale
Award: Bronze Spike
Client: HIRAKATA PARK
Product: AMUSEMENT PARK
Product/Service: AMUSEMENT PARK
Advertising Agency: HAKUHODO Tokyo, JAPAN
Media Agency: HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN
Production Company: HAKUHODO PRODUCT'S Tokyo, JAPAN
Creative Director: Tomohiko Kawanishi (Hakuhodo Inc.)
Art Director: Atsushi Takegami (Hakuhodo Inc.)
Designer: Taishi Yabushita (Astrakan Osaka)
Producer: Kazuo Miyabayashi (Toei CM)
Production Manager: Takuya Suwa (Toei CM)
Producer: Shinji Asano (Hakuhodo Product's Inc.)
Production Manager: Tomohiro Inoue (Hakuhodo Product's Inc.)
Narrator: Fran Miller (Hakuhodo Inc.)
Brief Explanation
“Hirakata Park”, Japan’s oldest amusement park, had been overwhelmed by
competing global giant ,Universal Studio Japan,
and the number of attendance had been greatly decreased.
Our Insight : New attraction will bring more visitors.
Our Idea: By using small eye masks, we invented a new attraction
How Relevant:Because of limitations in their capital and advertising budget,
use of special media of low budget was necessary for the client.
Results and Effectiveness:
①The campaign was featured in many TV shows, newspapers, SNS and exposure was equal to 6 million dollars in advertisement costs.
②The number of attendance increased by 100,000 from the
previous year, and by 160,000 from 2012.
③15,000 pairs of special eye masks, $5 each, were sold,
and the sales amounted to US$100,000.
Creative Execution:
In summer of 2014、we introduced “HIDE 'N RIDE”, which pumps up heartbeats by 180%,
by riding existing roller coasters and free falls with eye masks.
We spread buzz by using several media such as TV shows, SNS and newspapers.
We used existing attractions themselves as a center of brand new campaign.
The campaign generated much buzz on SNS and people kept spreading the word, which attracted many visitors.
Insights, Strategy and the Idea:
The target audience is all the amusement-park-goers,
and many of them were inactive because Hirakata Park is an old amusement park.
Because they seek for thrills in amusement parks,
we chose eye masks as media for thrilling experience.

The Outdoor Advert titled Hide 'N Ride was done by Hakuhodo Tokyo advertising agency for Hirakata Park in Japan. It was released in Apr 2015.