All Nippon Airways Print IS JAPAN COOL? by Enjin, Kirameki

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Industry Airlines
Media Print, Magazine & Newspaper
Market Japan
Agency Enjin
Creative Director Yukio Okada
Copywriter Tetsuya Yamada, Asami Yamashita
Designer Hiromi Saegusa
Producer Masaru Kaku
Account Supervisor Shiro Nomura
Illustrator A Chino
Strategic Planner Kotaro Murano
Editor Kazunari Tanaka
Agency Kirameki
Released February 2012

Credits & Description

Category: Entertainment & Leisure
Agency: ENJIN
Creative Director: Yukio Okada (Enjin)
Art Director/Planner: Takayuki Nagai (Enjin)
Copywriter: Tetsuya Yamada (Enjin)
Copywriter: Asami Yamashita (Enjin)
Designer: Hiromi Saegusa (Enjin)
Producer: Masaru Kaku (Kirameki)
Production Manager: Izumi Ohsumi (Kirameki)
Technical Director: Osamu Iijima (Nide)
Flash Developer: Yuji Shiramoto (Nide)
Director/Editor/Camera: Takayuki Akachi (Tangram Co.)
Camera: Masashi Sasaki (Free)
Editor: Kazunari Tanaka (Free)
Illustrator: A Chino (Free)
Co-ordinator: Hideki Aizawa (Wings Loca Service)
Strategic Planner: Kotaro Murano (Enjin)
Executive Producer: Junichi Nakazawa (Enjin)
Account Supervisor: Shiro Nomura (Enjin)
Account Executive: Yuuki Saito (Enjin)
Client Supervisor: Yukihiko Akamine (All Nippon Airways)
Client Supervisor: Shotaro Sano (All Nippon Airways)
Media placement: Websites - Youtube - 10 February, 2012

Describe the objective of the promotion.
Key to the campaign: creating an interactive, non-Japanese-style website in which foreign viewers can participate. This allows a wide range of Japanese objects, fads and behaviours to be shared worldwide. Facebook and a press release were employed to announce the campaign, after which approximately 35,000 people from more than 140 countries entered the campaign sweepstakes for a free pair of air tickets to Japan. In addition, the site attracted over 150,000 page views on YouTube and contributed to an increase of ANA’s Facebook friends by 19% within a month. These figures are still increasing.

Describe how the promotion developed from concept to implementation.
Since the theme for this project was "Is Japan Cool?", we had conducted focus-group interviews with groups of non-Japanese to select 33 'cool' things in Japan at first. Then we developed well-balanced website consisted of 'Movies that captivate the fans', 'Content which people want to share with others', and 'Campaigns that people can participate and apply for prize'.

Explain why the method of promotion was most relevant to the product or service.
Aim of this campaign was not to develop a direct promotion for an airline company, but to develop an indirect promotion that is strictly to attract appeal and evoke the concept that: 'Japan is cool place, I want to visit there!'. After the disaster we had in March 2011, as an airline company in an island country, we took it on as our mission to develop the branding of Japan. The most accomplished point was that we had subscription and interests from over 140 countries even though we eliminated advertisement and 'company's flavour' from the website.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In response to the question 'Is Japan Cool?' posted on Facebook and in a press release, the site has attracted more than 150,000 page views on YouTube and over 100,000 actual site visitors. It also increased ANA’s Facebook friends by 19% (approx. 26,000 users) in only 1 month. In addition, within a month and a half of the campaign starting, 35,000 people from over 140 countries entered the campaign sweepstakes. It also elicited tweets from governments and the tourism industry, and articles were featured in several versions of Yahoo! Thanks to this wide media coverage, these figures are still increasing.