TABIWARI REVIEW by Dentsu Inc. Tokyo, Hat, Robot Communications, Tohokushinsha Film Corporation for All Nippon Airways

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TABIWARI REVIEW

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Industry Airlines
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Director Takahiro Moriuchi, Kozue Sato, Junko Yabuki
Creative Director Yujiro Kaizawa
Producer Yuka Yoshigami, Koji Joke, Nobukatsu Watanabe, Koki Murakami
Agency Hat
Agency Robot Communications
Agency Tohokushinsha Film Corporation
Released September 2012

Credits & Description

Category: Travel, Tourism & Leisure
Advertiser: ALL NIPPON AIRWAYS
Product/Service: AIRLINE TICKET PROMOTION
Creative Director: Yujiro Kaizawa (Dentsu)
Planner/Copywriter: Kazuomi Goto (Dentsu)
Planner/Copywriter: Satoko Horikawa (Dentsu)
Planner/Copywriter: Tomonobu Yanazumi (Dentsu)
Technical Director: Keigo Nakanishi (1-10design)
Director: Junko Yabuki (ROBOT Communications)
Director: Takahiro Moriuchi (HAT)
Director: Kozue Sato (TOHOKUSHINSHA FILM)
Producer: Yuka Yoshigami (ROBOT Communications)
Producer: Nobukatsu Watanabe (HAT)
Producer: Koki Murakami (TOHOKUSHINSHA FILM)
Producer: Koji Joke (TOHOKUSHINSHA FILM)
Account Executive: Naohiko Tamura (Dentsu)
Account Executive: Noriko Nasu (Dentsu)
Account Executive: Ryo Kuramochi (Dentsu)
Media placement: Web Campaign - ANA Web Site - 1 April 2010 - 30 January 2011
Media placement: Online Banner Ad - Twitter, Mixi Etc. - 1 April 2010 - 30 January 2011
Media placement: Digital Sighnage-4spots - JR Train Channnel - 1 April 2010 - 30 January 2011

Summary of the Campaign
ANA is one of the largest airlines in Japan. Our aim was to enlarge ANA’s online sales of air tickets. To attract new customers who have no interest in travelling, the web site and outdoor media were effective to expand demand for the ticket.
Instead of traditional communication: bargain price appeal, we focused on how ANA could evoke travel motivation? Our idea was to change the online reservation service into an entertaining experience. We created moving travel catalogues which showed over 100 highlights of travelling. Moreover, TABI-GIRL, cute local girls were set to feature every 47 prefectures in Japan. By using a TABI-GIRL to introduce travelling in Japan, the customers could imagine each destination easily and they were motivated to talk about travelling. Summer, autumn and winter in 2010, the TABI-GIRL movies were represented on a special web site: TABIWARI-REVIEW and Digital Signage.
TABI-GIRL communication became very popular in the general public. At the end of 2010, the campaign became a most viewed site ever in ANA’s online promotion. Moreover, the sales of tickets drastically increased. We succeeded to enhance the channel of air tickets.

The Situation
Recently, the Japanese airline ticket market is slow. There's been a decline in young people who are interested in travelling. Our challenge was to change bargain price communication into an entertainment experience so that young people would notice that "travelling is fun" instead of other leisure activities.

The Goal
Web communication was important because it was a direct channel of ticket purchase. ANA wanted to activate online purchases as they get direct income from online customers without an agency’s fee.

Our goal was the renewal of TABIWARI’s web site, as there were only prices and destinations. We wanted to expand online sales of air tickets.

The Strategy
In Japan, most people love their hometown and prefer to talk about it. It is essential that a communication touches on each prefecture’s characteristic. On the other hand, there is context of KAWAII which is a cute or fancy existence like a young girl. The idea of TABI-GIRL is using two contexts - Japanese hometown and KAWAII so that more customers are motivated to talk about ANA’s service thorough online/offline communication.
By using these contexts, the idea was to increase total amount of travelling motivation in public. Therefore more people were expected to realize that the tickets were bargain price and compatible.
Banner ads and train channels commercial film (digital signage on train) with TABI-GIRLs were used to draw customers into online communication.

Execution
The TABIWARI-REVIEW campaign consists of 4 seasonal contents. Each bit of content shows the essentials of travelling such as vacation, food and friendship.

Spring: A dynamic interface with TABI-GIRLs’ show. They presented landscape of 47 Japanese prefectures.

Summer: With 80’s hit song, TABI-GIRLs presented vacations in Japan.

Autumun: Local Foods were presented. In the movies, TABI-GIRLs ate several local foods dramatically.

Winter: A group of girls showed girls-travelling in Japan. It presented the amusement of travelling through their joyful friendship.

Documented Results
- The campaign became the most viewed site ever in ANA’s online promotion. -- We succeeded to enhance the channel of air tickets.
- A number of mass media, TV, newspaper, magazines, and other website presented the campaign.
- CTR of ANA’s banner ad increases by a factor of 1.8
- The sales of tickets drastically increased.