HILLS POST 2009 by Dentsu Inc. Tokyo, Gt Tokyo for Japan Post Service

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HILLS POST 2009

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Industry Postal, Courier, Shipping & Freight services
Media Promo & PR
Market Japan
Agency Dentsu Inc. Tokyo
Executive Creative Director Toru Tanaka
Agency Gt Tokyo
Released November 2009

Credits & Description

Category: Best Use of other Digital Media in a Promotional Campaign
Advertiser: JAPAN POST SERVICE
Product/Service: NEW YEAR'S GREETING CARDS
Agency: DENTSU
Agency: GT TOKYO
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://gtinc.jp/award2010/hillspost2009/en2/
Campaign Director/Concept/Agency Producer/Creative Director: Reietsu Hashimoto (Dentsu)
Concept/Agency Producer/Production Management: Takaya Maekawa (Dentsu)
Concept/Campaign Management: Motoi Sadakane (Copilot)
Concept/Copy Writer(Film)/Web Director: Takayuki Rokutan (Gt Tokyo)
Art Director/Desginer: Rie Fujinaka (Noppo)
Technical Director(Event): Toshiyuki Hashimoto (Aircord)
Programmer(Event): Masato Tsutsui (Aircord)
System(Event/Web): Jun Komatsu (Uniba)
Flash(Web): Takumi Watanabe (Steneco)
Film Producer: Kyosuke Sakurai (Logosdesgin)
Film Producer: Naoki Sato (Hat)
Film Director: Ryo Takebayashi (Hat)
Event Director: Kenichi Kushida (Lounge)
Music Composer: Masakatsu Takagi
Media Producer(Out Of House): Takumi Shiba/Eisaku Ota/Yusuke Kazama (Dentsu)
Planning Supervisor: Rie Takeshima/Takashi Sakuma/Katsura Nakazato/Kaoru Ishibashi (Dentsu)
Executive Creative Director: Toru Tanaka (Gt Tokyo)
Account Executive: Taro Masuda (Dentsu)
Client Supervisor: Kanako Asami/Katsuhiko Ito/Kenichi Aizawa (Japan Post Service)
Client Supervisor: Hitoshi Douken/Masago Tanimori (Japan Post Service)
Media placement: Outdoor - Tokyo - 1 December, 2009
Media placement: Interactive Event - Tokyo - 15 December, 2009
Media placement: Campaign Website - Internet - 1 December, 2009
Media placement: Mobile Movie - Mobile - 1 January 2010

Describe the objective of the promotion.
Over 3,000,000,000 cards are sent every year and are one of Japan's special greeting customs. Friends send these cards to each other at the beginning of the year. Recently, the number of New Year's greeting cards sent in Japan is on the decline. Young people of today, especially those so-called 'Digital Natives' are not used to the custom of hand writing letters. Rather than sending New Year's cards, they are sending their greetings by text messages (SMS). Our aim is to encourage the younger generation to write these New Year's greeting cards and keep up this Japanese tradition.

Describe how the promotion developed from concept to implementation
For the sender, the feeling of excitement associated with posting a letter is invoked because they can see themselves posting their New Year's card into a giant postbox projected on the screen. Along with the card, a movie beginning with the moment of posting the card is sent. For the receiver, with the New Year's card they see 'a personalised branded movie from the moment of sending to the moment of receiving' thus increasing the enjoyment of receiving the card.

Describe the success of the promotion with both client and consumer including some quantifiable results
Around 2.400 people participated. A total of 11,000 cards were sent during the event period. Publicity Result: about 1 millon USD. Senders: 90% accessed this campaign site to view the movie of themselves sending the card. Receivers: 85% viewed the movie via the QR code attached to the New Year's Card. Many comments were received at the websites and blogs. A collaboration of a digital media and the 'analogue' action of sending a New Year's card has encouraged the sending of New Year's cards especially among young people and has introduced a new way of saying 'Happy New Year!'

Explain why the method of promotion was most relevant to the product or service
A visual solution to showing 'Personalisation and interactiveness' of sending interpersonal letters to a target audience of senders and receivers. The sender can send a movie beginning with the moment of posting, and the receiver can view this too. Additionally, the sender can view the movie of themselves sending the card on the campaign site and can upload it as blog material. For the sender, we promote the excitement of letter sending, increasing motivation to continue. For the receiver, the joy of receiving is increased by getting a personalised movie and they see how fun it is to receive by post.