Cannes Lions

MANNEQUIN IDOL GROUP "GINZAN BOYZ"

DENTSU INC., Osaka / SILVER IKUNO CORPORATION / 2018

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Overview

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Credits

Overview

Description

Taking advantage of the attributes attached to idols in Japan, this campaign transformed mannequins placed in a tourist spot for the purpose of explanation. It aimed to create a new touch point with young persons and families, two groups who were previously uninterested in the Ikuno Silver Mine.

Execution

Creation of contents with impact -> become an online topic -> increase fan base -> resulted in a promotional story that increased the number of visitors

Detailed contents:

1. Release of an idol group like single and music video

2. Production of a concert

3. Creation of a website containing the profiles of all 60 group members

4. Sales of fan goods

5. Direct contact with members via social media, etc.

The result was an immediate countrywide media rush caused by the impact of an idol group composed of mannequins. Japanese young persons became fans of this radical group and visited the mine to meet their favorite members.

Outcome

Total budget: $20,000 US.

A mass media effect equivalent to 3 million advertising dollars! Fan club members exceeded 2,600 in just six months!

The number of tourists rose 150% over the previous year! The mine recorded the most visitors in the past 15 years!

But the biggest achievement was raising the interest level among young people, who before the campaign had never thought of visiting this old mine. The Ginzan Boyz brought in young people who saw the displays and took an interest in the now closed mine itself.

By utilizing Japan’s unique idol culture, we not only succeeded in our objective of increasing tourists, but also displayed new possibilities for rejuvenating declining tourist spots in rural locations.

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MANNEQUIN IDOL GROUP "GINZAN BOYZ"

DENTSU INC., Osaka

MANNEQUIN IDOL GROUP "GINZAN BOYZ"

2019, SILVER IKUNO CORPORATION

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