Cannes Lions

HORSE RACE

TOKYU AGENCY, Tokyo / JAPAN RACING AND LIVESTOOK PROMOTION FOUNDATION / 2011

Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Execution

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.

Outcome

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.

Similar Campaigns

7 items

Tiger's arrived

OFFICER AND GENTLEMAN, Madrid

Tiger's arrived

2019, PADDY POWER

(opens in a new tab)