Cannes Lions

GLOBAL PROMOTION/BRANDING

ENJIN, Tokyo / ALL NIPPON AIRWAYS / 2012

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

Since the theme for this project was "Is Japan Cool?", we had conducted focus-group interviews with groups of non-Japanese to select 33 'cool' things in Japan at first. Then we developed well-balanced website consisted of 'Movies that captivate the fans', 'Content which people want to share with others', and 'Campaigns that people can participate and apply for prize'.

Outcome

In response to the question 'Is Japan Cool?' posted on Facebook and in a press release, the site has attracted more than 150,000 page views on YouTube and over 100,000 actual site visitors. It also increased ANA’s Facebook friends by 19% (approx. 26,000 users) in only 1 month. In addition, within a month and a half of the campaign starting, 35,000 people from over 140 countries entered the campaign sweepstakes. It also elicited tweets from governments and the tourism industry, and articles were featured in several versions of Yahoo! Thanks to this wide media coverage, these figures are still increasing.

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