19: THE ‘WISH WE’D THOUGHT OF THAT’ AWARD (THE ‘Wish we’d thought of that’ AWARD)
TOKYO SPORTS STATION - Transportation
Tokyo 2020 Olympic and Paralympic Games Partner Corporate Advertising
|Title of Entry:||TOKYO SPORTS STATION|
|Product/Service:||Tokyo 2020 Olympic and Paralympic Games Partner Corporate Advertising|
|Client:||Tokyo Metro Co., Ltd. / East Japan Railway Company|
|Entrant Company:||TOHOKUSHINSHA FILM CORPORATION|
|Creative Agency:||DENTSU INC.|
|Chief Creative Officer:||KEISUKE SATO|
|Account Manager:||KEISUKE TAKANABE / NAOKO TSUJI|
|Creative Director:||NOBUAKE HASHIMOTO|
|Art Director:||SHUSUKE FUKUZAKI|
|Copywriter:||NOBUAKE HASHIMOTO / KEITA KUGA / YASUYUKI FUKUSHIMA|
|Date of Release:||2019-05-01|
|Notes:||Configuration for TSS exhibition
Tokyo is the host city of the 2020 Olympic & Paralympic Games.
However, an extremely shocking fact existed in that many Tokyo residents were not interested in 41 of the total 55 sports.
In order to solve this issue, two major Tokyo railway companies,
JR-EAST and TOKYO METRO, established a miraculous collaboration.
Leveraging the transport networks exhaustively spanning Tokyo, these two railway giants aim for the common goal of helping to make the Tokyo 2020 Games a success.
The collaborative duo launched TOKYO SPORTS STATION.
This involved interior car advertising to introduce Olympic sports from which the audience could learn about one sport in the time it took to travel to the next station. For more than two years, the campaign has conveyed the appeal of Olympic sports to train passengers by leveraging huge volumes of content, including examples to convey in straightforward terms how amazing athletes are, surprising rules, untold origins of sports, spectating etiquette that’s handy to know, unbelievable skill, superhuman physical strength, and trivia you just have to tell people.
This campaign reached over 12 million train passengers (*1).
It raised both the level of interest and willingness to watch Tokyo 2020 of the train passengers by 12 points compared to passengers on other railways (*2).
It succeeded in making residents of Tokyo, which is the host city of the Olympic & Paralympic Games, look forward to this grand sporting event.
This extraordinary campaign where two railway giants join forces is still underway.
Even as we speak, they are zipping people back and forth across Tokyo with the common goal of making the Tokyo 2020 Games, which has been postponed until next year, a success.
*1: Based on research using Dialog, DENTSU’s original simulation system (Internet research/Fall 2019/N=5037）
*2: Internet-based comparative survey of train passengers of the Official Transportation Partners and non-partner train passengers including
|Other Credits:||Illustrator：A CHINO|
|Other Credits:||Animation：NAOKI KUMAMOTO / KIDAI KATO|
|Other Credits:||Producer：RYOHEI KANEKO|
|Other Credits:||Designer：NORITO ISHIHARA|
|Other Credits:||Agency Producer：ATSUYUKI SHIMIZU / TAKU SHIMIZU / TAKAHISA KATO|