Media > Use of Media
TOEI STATION STADIUM
DENTSU, Tokyo / TOKYO METROPOLITAN GOVERNMENT / 2008
Awards:
Overview
Credits
Overview
CommunicationGoal
Tokyo had been selected as an applicant city for hosting the 2016 Olympic Games.Our challenge was to dramatically increase the percentage of Tokyoites in favor of hosting the games by December 2007.To raise people’s spirit to host the Olympics in Tokyo, we believed it was crucial for people to1) Experience the Olympic sports with their own body.
2) Experience various cultural attractions in Tokyo.Therefore, instead of using the mass media such as TVand newspapers, we utilized people’s everyday transportation, metro, as our media.
Effectiveness
The awareness of Tokyo’s bid had been raised to 85% nationally, and to 95% in Tokyo.By using the metro line owned by Tokyo City, we produced the event with 0 yen media cost.
Execution
We transformed 30 metro stations overnight into 30 Olympic stadiums for different sports. We selected a metro line that circles around Tokyo, which stations represent various cultural centers in the city.
We made the sports of each station link to the history and culture of the surrounding area. This instigated people to experience the sports and the culture simultaneously.The unused, dark areas in the stations were turned into healthy, athletic spaces.
MediaStrategy
Many citizens got off at stations they normally don’t, and participated in the event.The campaign created an instant buzz nationwide. News channels as well as countless blogs introduced the event. According to internet research on the last day of the campaign, the number of people supporting the bid increased by 26million in Japan, which is 155% of the number before the project had taken place.
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