Titanium > Titanium and Integrated

DEBUT YEARLY PROMOTION

DENTSU, Osaka / TOKYU LAND CORPORATION / 2012

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Overview

Credits

Overview

CampaignDescription

Our goal for promoting 'Abeno Market Park Q’s Mall' - a facility opened in April 26, 2011 - was to reach the yearly profit goal of 40bn yen, and achieve 17,000,000 customers from total communication activities, and make this facility loved by local people.

We set a goal of 250,000 people getting a membership card for this facility. This goal came from the number of members of rival facilities, which opened 2-and-a-half years before Q’s Mall.Before the opening, we advertised using characters, and planned and held events for attracting customers. We also made various activities of communication to bring smiles to local people. Everything turned out much better than we expected.

Effectiveness

- More than 2,200 customers and 100 media lined up to wait on the opening day.- Reached a yearly profit goal of 40bn yen in 11 months and achieved 17,000,000 customers in 7 months. We reached the target number of members cards in only 1 month.- Members are still increasing a year on from the opening.- Surprisingly, Abeno’S price of land rose this year. Each news paper suggested that Q’s mall’s improvement is the reason for the rising land price. This fact made people living in Abeno very happy.

Implementation

・Formulating a communication concept and making characters - character puppets, facility tools (floor guide), membership cards・Visual and slogan - traffic advertising, posters, leaflets, direct mail・Making an official website and a special website for Abeno・bargain catch copy and visual images - traffic advertising, posters, leaflets, direct mail・Events - concert, talk show, festivals and more (more than 200 events a year)・promoting the activity - media relations (more than 2,400,000,000 yen cost effect of media exposure)

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