FILL THE CITY WITH QUESTIONS!
DENTSU, Tokyo / undefined / 2005
Overview
Credits
Overview
Audience
Advertising reach rates, thought only attainable with TV commercials, were realised. No matter what station, what the eye caught were goo posters. People at stations had time while waiting. Almost all the commuters not only saw "goo" posters but read them. This was far more effective than TV commercials. At weekend events large crowds with laptops gathered. This unusual crowd gained significant media attention, through word-of-mouth, on the Internet, and the news spread. The effect of bold newspaper ads gave credibility. Thus the full effect of a multiple approach. During this period "Answer it! goo" access increased 400%.
CampaignDescription
goo is a well-recognised Internet portal site in Japan; this campaign spotlights its "Answer it! goo" service. Users input a question; others answers it. Over 1 million questions were entered (99.2% response rate). The campaign aimed to augment visibility for the service and the diversity of questions. We determined TV commercials were inappropriate for our goals. As principal media we selected in-station posters. Over 80% of Tokyo and Osaka denizens daily utilise the railways. We considered what assures their notice. For the subjective experience of answering questions, we posed questions in extraordinary Tokyo sites. To gain perception as a credible brand, newspaper ads were used.
Implementation
We "discovered" that the total cost of buying all the space in all Tokyo and Osaka stations was equivalent in cost to a small scale TV spot campaign. So, after negotiations with many organisations, we were successful in buying almost all the poster space. 30 types of questions became 30 types of posters, saturating the station. The event each Saturday utilised "surprise" media, such as helicopter and top of ships and the first correct answer won a prize. In newspaper ads, product advantages were stressed, sometimes gently, sometimes bluntly.
MediaSpend
$9,800,000 US
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