The Japan Racing Association/ JRA Promo JAPAN WORLD CUP by Tokyu Agency


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Industry Sports Teams & Events
Media Promo & PR
Market Japan
Agency Tokyu Agency
Director Riichiro Mashima
Art Director Masayuki Uchida
Designer Tateki Yoshida, Takafumi Shinozawa
Editor Michiro Kato
Released July 2010

Credits & Description

Category: Entertainment & Leisure
Product/Service: HORSE RACE
Date of First Appearance: Jul 7 2010
Entrant Company: TOKYU AGENCY, Tokyo, JAPAN
Entry URL:
Creative Director/Planner: Tetsushi Kawachi (Tokyu Agency)
Director: Riichiro Mashima (Idiots)
Narrator: Jyuwich Mogy
Art Director: Masayuki Uchida (Tokyu Agency)
Account Director: Zen Shinichiro (Tokyu Agency)
Account Director: Tomohiko Fujii (Tokyu Agency)
Account Director: Eri Saika (Tokyu Agency)
Account Director: Yoshito Matsumoto (Tokyu Agency)
Computer Graphics Producer: Hiroki Kawashima (Jinnes Animation Studio)
Computer Graphics Director: Shigeyuki Watanabe (Jinnes Animation Studio)
Computer Graphics Director: Mayumi Kawanishi (Jinnes Animation Studio)
Computer Graphics Director: Suwapass Duangchingarm (Imagimax)
Sound Producer: Hiroshi Jingu (Engine Film)
Editor: Michiro Kato (Labo Graphix)
Designer: Tateki Yoshida (Birdland)
Designer: Takafumi Shinozawa (Birdland)
Website Planner: Ryohei Kugo (AID-DCC)
Website Creative Director/Designer: Kyosuke Taniguchi (Katamari)
Flash Developer: Kenji Mori (Katamari)
Programmer: Masaru Kinoshita (Katamari)
Media placement: Cinema Ad Campaign - 8 Spots - Cinema Complex / Tokyo,Osaka - 3 July 2010
Media placement: Web Campaign - Web - 3 July 2010
Media placement: Sumpling Campaign - At Horse Course - 3 July 2010

Describe the objective of the promotion.
Offer the chance to experience horse racing to those in their 20s with no experience of horse racing, and who have the perception that “Horse racing is for old men, I don’t know how to play”. Have the target share their experience with their friends and make them visit the race course.

Describe how the promotion developed from concept to implementation.
We created Japan World Cup, a fictitious horse race by combining two important elements of Japanese culture, animation and comedy to have our target experience horse racing online. A horse that runs on two feet, or acts like a hell's angel, or a horse with two jockeys appear in this surreal race but the actual horse racing procedures, such as the race course, list of horses, method to purchasing the betting tickets, etc., were created with care to depict the real race. And the anime figures were created and offered to visitors of the race course.

Explain why the method of promotion was most relevant to the product or service.
The method of promotion was most relevant to the service because we
created a content using animation and comedy, the two elements that appeal
most to our TA (males and females in their 20s). The contents contained elements that triggered the buzz, the type of things the TA wished to share with their friends. We created a simulation of horse racing for people in the movie theatre. Moreover, we distributed anime figures free at the race course to further induce our TA to come to the race tracks.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Even those who had the perception that “Horse racing is for old men” had the experience of cheering for a horse race and see their horse win. Because the horses were surreal, they were much talked about on SNS sites such as Twitter or blogs, and videos were shown online to trigger further conversation. Anime figures of popular horses were distributed at the race course and this motivated the youth to visit the actual race course for the first time.

500,000 movie audience.
Over 30,000 tweets.
1.5million visitors to the website.
Over 20,000 new visitors to the race course.