It was probably one of the biggest outdoor advertising efforts ever. To celebrate the opening of a new Shinkansen line to the very south of Japan (Kagoshima), many were motivated to support its maiden ride by standing along the line and cheering.
Some 7,000 people showed up and cheered, danced and basically celebrated in any way they could. You can see the commercial that was based on it here.
Now that marketing effort, called the 250 KM Wave has won the gold prize in Cannes' international festival of creativity. This is great news for Dentsu, the largest agency in Japan who lead the project, and also for everyone in Japan recovering from the 11 March. Omedetou gozaimasu!
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You can buy the limited edition DVD about the commercial and the surrounding marketing efforts here: http://item.rakuten.co.jp/jrk-shoji/10002333/ (Japanese)
ReplyDeleteIt includes images from inside the bullet train, many types of commercials (pre-event, post-event, etc. adding up to 46 commercials) and previously unreleased behind the scenes. Nice!