Based on the target insight of canned coffee users’ affinity for horse racing, we carried out a new promotional campaign collaborating with JRA, which manages “horse racing”; the most famous and popular public-managed form of gambling in Japan. A branded promotion site featuring online horse races, accessible either by PC or cell phone, was created for the lottery campaign. A TVCF featuring former champion jockey Yukio Okabe was broadcast nation-wide as the hallmark image of the campaign, and various advertising, PR and promotional activities were coordinated (and linked) to create a unique cross-functional sweepstakes campaign.

By tying up with JRA, realistic and emotional features of actual horse racing were added to the campaign, which attracted the targeted consumers’ attention, and accordingly, expectation of industry participants. WONDA sales increased to 125% of the original target. In this lottery, participants were able to place their own bets for prizes instead of passively waiting for results after entering. Participants including those who did not win any prize were satisfied because of this initiative, and this system helped nurture their involvement in the campaign as well as the brand.