Campaign 1 2
 
 
  • Category :
    Direct Lotus
  • Sub Category :
    Film and Informercials
  • Title :
    JAPAN WORLD CUP
  • Brand :
    HORSE RACE
  • Advertiser :
    JAPAN RACING AND LIVESTOOK PROMOTION FOUNDATION
  • Advertising Agency :
    Tokyu Agency
  • Creative Director :
    Tetsushi Kawachi
  • Copywriter :
    Tetsushi Kawachi,Jyuwich Mogy
  • Art Director :
    Masayuki Uchida,Tateki Yoshida,Takafumi Shinozawa
  • Agency Producer :
    Zen Shinichiro,Zen Shinichiro,Eri Saika,Yoshito Matsumoto
  • Planner :
    Tetsushi Kawachi
  • Film Production Company :
    Idiots
  • Director :
    Riichiro Mashima
  • Cinematographer :
    Shigeyuki Watanabe,Mayumi Kawanishi,Suwapass Duangchingarm,Michiro Kato
  • Film Producer :
    Hiroki Kawashima
  • Sound Production Company :
    Engine Film
  • The Objective :
    More and more Japanese youth are drifting away from horse racing. They had a preconceived notion that horse racing was for older generation, and not a cool thing to do. We needed to capture their attention. We wanted them to talk about horse racing and also to come the horse racing course.
  • The Strategy :
    We created a campaign that will trigger them to talk about horse race and to visit the race course.It is a cinema ad using animation and comedy, the two most popular type of entertainment among the youth. Betting slips and racing papers were distributed at the movie ticket booth. Audience waiting for the movie watched the video introducing the horses.The audience predicted the winning horse and watched the race.Those with the winning slip received a premium after the show, and 8 races were created making it difficult to tell the winning horse.
  • The Concept :
    High-quality virtual experience in movie theaters.
  • The Results :
    500,000 visitors to the movie theater.　1.5million visitors to the website. On average spending 12.5 minutes. 6 million views for the video. Over 30,000 tweets. Over 20,000 new visitors to the race course. Introduced in numerous news media.This was a surrealistic horse racing but we created a thoroughly realistic racing experience. We carefully created a true-to-life racing course and betting process. As a result many youth became interested in horse racing. They began to talk and visit racing course with their friends.
  • Company Entering :
    Tokyu Agency Inc
  • City :
    Tokyo