National Agency For The Advancement of Sports And Health Promo GRASS PLAYGROUND PROJECT by Dentsu Inc. Tokyo


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Industry Lottery & Gambling
Media Promo & PR
Market Japan
Agency Dentsu Inc. Tokyo
Executive Creative Director Yuya Furukawa
Designer Osamu Takahashi
Producer Yohei Oguri, Yuji Ozawa, Horoyoshi Oyama
Released March 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Agency: DENTSU
Date of First Appearance: Mar 1 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Executive Creative Director: Yuya Furukawa (Dentsu)
Planner/Art Director: Gen Tanaka (Dentsu)
Planner: Motofumi Kanesaka (Dentsu)
Designer: Osamu Takahashi (Dentsu)
Account Executive: Makiko Kusakabe (Dentsu)
Production Company: (Tohokushinsha Films)
Producer: Yuji Ozawa (Tohokushinsha Films)
Producer: Horoyoshi Oyama (Tohokushinsha Films)
Producer: Yohei Oguri (Tohokushinsha Films)
Media placement: TV Commercial - CX - March 1, 2010
Media placement: Outdoor - Shinjuku, Tokyo - March 1, 2010
Media placement: Magazine - Number - March 1, 2010
Media placement: Newspaper - Sports Hochi - March 1, 2010

Describe the objective of the promotion.
Football lottery toto had long been struggling with poor sales. Our research into why consumers stopped buying toto revealed that the number one reason was because they never seemed to win. We needed to find and present a new way the proceeds could be used.

Describe how the promotion developed from concept to implementation.
95% of the schoolyard grounds in Japanese primary schools are concrete or rubber. This prevents kids from running at full speed. Or sliding, which is bound to get them injured. As a result, children's physical abilities are seeing a decrease every year.

Explain why the method of promotion was most relevant to the product or service.
Toto needed to provide a new motivation specific to them. Preferably something football fans could relate to and participate in. Something that would let lottery buyers actually see their contribution to football.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With the participation of primary schools across Japan, the first year saw 20 playgrounds turned into grass lawns, followed by 43 in the second year, encouraging children to actively engage in sports.

Gaining wide approval from football/soccer fans, the project resulted in an increased recognition in how toto's proceeds are being used to turn school yards into lawns. In turn, toto's sales also successfully increased by 140%.
It has already been decided that the project expands and continues until every primary school in Japan has a grass playground.