Cannes Lions

TOKYO TOWER

DENTSU, Tokyo / NIPPON TELEVISION CORPORATION / 2012

Film
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Overview

Entries

Credits

Overview

Execution

The concept is ‘Share the Light of Tower’. We discovered the distinctive value of Tokyo Tower is not only the height, but the ‘warm light’ encouraging everyone in Tokyo. So we create the product ‘The piece of light’, a LED candle representing Tokyo Tower’s warm light. To design this product, we collaborated with Edo Fulin’s (Wind-bell) craft, which is Japanese traditional technique. All products are handmade of craftsman. We also create the illumination to welcome visitors, so that they can experience being surrounded by warm light.

Outcome

There are 6 indications why we can say this promotion was a success:1. The number of total visitor amounts: 225,000 in 6 weeks.2. The piece of Tower’s light were quickly sold out.3. Major TVs and more than 40 portals featured this campaign.

4. Daily Facebook check-in increased 173%.5. US$7,500 was donated to Japanese affected area.6. A number of satisfied voices appeared on the SNS.

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