ROUTE-MAP CAMOUFLAGED by Hakuhodo Tokyo for BEING

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ROUTE-MAP CAMOUFLAGED

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Industry Records & Cinema Production, Business equipment & services, Corporate Image
Media Promo & PR
Market Japan
Agency Hakuhodo Tokyo
Creative Director Kazuaki Matsui
Art Director Kenichi Ito
Copywriter Kenya Takao
Strategic Planner Yusuke Miyabe, Mariya Yasunami
Released December 2009

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: BEING
Product/Service: MUSIC CD
Agency: HAKUHODO
Date of First Appearance: Dec 14 2009 12:00AM
Entrant Company: HAKUHODO, Tokyo, JAPAN
Exective Creative Director: Yutaka Sugiyama (Hakuhodo)
Creative Director: Kazuaki Matsui (Hakuhodo)
Planner: Shota Hatanaka (Hakuhodo)
Copywriter: Kenya Takao (Hakuhodo)
Account Exective: Makoto Koizumi (Hakuhodo)
Account Exective: Kimiyo Akimori (Hakuhodo)
Art Director: Kenichi Ito (Hanazumi Design Office)
Strategic Planner: Yusuke Miyabe (Hakuhodo)
Strategic Planner: Mariya Yasunami (Hakuhodo)
Film Editor: Satoshi Kagami
Media placement: Transit Ad campaign - Tokyo Metro - 14 December 2009

Describe the objective of the promotion.
“RINA AIUCHI” is one of the most famous female artists in Japan. The objective was to create highly unique advertisements for her 10th Anniversary Album.

Describe how the promotion developed from concept to implementation

The train station – the place where many people listen to music in Japan. So we thought the station media is strongly related to music promotion. Furthermore we found a habitual behavior among people using the stations. Train users look at route maps to check their destinations and connections. Taking advantage of this habitual behavior, we thought we could produce ads to attract attention from them. As our implementation, we created advertisements designed as station route maps which train users habitually look at. These ads were posted close to real route maps (Only 3 meters apart).

Describe the success of the promotion with both client and consumer including some quantifiable results
By capturing train users' habitual behavior, Route-Map Camouflaged Ads drew more attention than real route maps. They also became a WOM generator. Many news-shows reported Route-Map Camouflaged Ad. 3800 blogs wrote about the ads and also 2700 people twittered about them. We achieved theses results with only 40 Route-Map Camouflaged Ads. After all, the album ranked in the top 10 hit charts. It was proven that transit ads could influence people of a wide-range in music promotion.

Explain why the method of promotion was most relevant to the product or service

Japanese people tend to listen to music when they use trains at the station. More than 30% of train users listen to music at the stations, (※reference to transit research 2008) so we thought that using Transit ads is strongly effective in music promotion.