The Shinkansen Promo, Case study DREAM EXPRESS by East Japan Marketing & Communications

Adsarchive » Promo , Case study » The Shinkansen » DREAM EXPRESS

DREAM EXPRESS

Pin to Collection
Add a note
Industry Railways
Media Promo & PR, Case study
Market Japan
Agency East Japan Marketing & Communications
Director Alexei Tylevich
Creative Director Yosuke Hasegawa
Producer Jennie Mackay, Natsuki Tosa, Christopher Lenz
Photographer Olaf Hauschulz, Caleb Coppora
Released March 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: EAST JAPAN RAILWAY COMPANY
Product/Service: BULLET TRAIN
Agency: EAST JAPAN MARKETING & COMMUNICATIONS
Date of First Appearance: Mar 2 2010
Entrant Company: EAST JAPAN MARKETING & COMMUNICATIONS, Tokyo, JAPAN
Creative Director: Yosuke Hasegawa (East Japan Marketing & Communications)
Creative Director/Planner: Keiichiro Fukushima (East Japan Marketing & Communications)
Copy Writer: Takeshi Oono (East Japan Marketing & Communications)
Planner: Shinji Moriyama (East Japan Marketing & Communications)
Executive Producer: Yoshiki Ishii (kirameki)
Producer: Natsuki Tosa (kirameki)
Producer: Christopher Lenz (Logan)
Director: Alexei Tylevich (Logan)
Composer: Michael Kadelbach (Michael Kadelbach Music & Sound Design)
Photographer: Caleb Coppora (Logan)
Photographer: Olaf Hauschulz
Photographer Assistant: Janek Grahmann
Producer: Jennie Mackay (Saddington & Baynes)
Retoucher: Nick Dawe (Saddington & Baynes)
Retoucher: James Digby-Jones (Saddington & Baynes)
Production Manager: Alex Benny (Saddington & Baynes)
Production Manager: Izumi Ohsumi (kirameki)
Media placement: Special Website - Web - 2 March 2010
Media placement: Teaser Poster - Newspapers(Asahi, Yomiuri Etc) - 4 January 2011
Media placement: Launch Poster - Train Stations Of JR East - 20 January 2011
Media placement: TV Spots - 2 Types - All Flagship Television Station - 20 January 2011
Media placement: Digital Signage - J AD VISION At Shinagawa Station - 25 February 2011

Insights, Strategy & the Idea
Japan’s coveted dream super express, with a maximum speed of 320 kilometres per hour, state-of-art environmental design comprehensive with Japan’s railway technologies, and first-class seating never before seen in a Shinkansen, was to make its launch. Promoting its nickname among the public, a campaign was put together to mark a striking debut for all railway users.

Creative Execution
For the first time, in addition to the large-size station boards, 22 monitors in the station were used in link to display the powerful image of HAYABUSA, dramatically racing through.
The TVCF shows the HAYABUSA or falcon, which it is popularly known by, transforming into the Shinkansen itself, to highlight its superior speed and outstanding debut.

Results and Effectiveness
- Nicknames gathered publicly added up to 150,372 in one month.
- 246,252 people applied for the test-riding event, well above the 4,000 slots offered.
- Tickets for the first ride sold out in 40 seconds.
- People filled the station platform on its day of debut.