Media > Use of Media
THE 250KM WAVE
DENTSU, Tokyo / KYUSHU RAILWAY COMPANY / 2011
Awards:
Overview
Credits
Overview
Effectiveness
All of Kyushu ParticipatedThe number of participants reached more than 30,000. Those gathered became individual media, encouraging their neighbours to participate, who would then do the same with their neighbours and so on. Everyone participated for free.
Over 2 hours of TV coverage, coverage in all of Kyushu’s newspapers, KYUSHU SHINKANSEN special tickets sold out in 15 seconds.
Execution
A 250km ‘Wave’ Through various media, we invited the local residents to ‘do the wave’ by the tracks during the Shinkansen’s test run and held ‘The 250km Wave Across Kyushu’ on the day. In an era overtaken by virtual communication, our challenge was to create an overwhelming sense of celebration within a very real environment. In addition to ads, we also approached local governments, companies and educational institutions with our call for participation, providing self-motivation by encouraging them to see this as town revitalization projects. The local residents themselves became individual media and actively invited people around them.
On the day of the Shinkansen’s test run, we filmed the record-setting celebratory wave across Kyushu from the bullet train. The footage of the world’s longest shoot spanning 250km was used in the campaign’s TV spots and print ads as a record of the celebration.
Strategy
Creating Festivity and Participation The KYUSHU SHINKANSEN Launch Campaign was to mark the opening of all Kyushu bullet train lines in the island of Kyushu. Still struggling with the ongoing recession, it was a ‘once in a 100 years’ type of event for the local residents and thus, we set out to expand this railroad news to create a massive ‘festival’, one where all residents of Kyushu, both old and young, would want to participate voluntarily, making the event personal to each of them, so that they could all share in the joy and celebration.
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