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  • SUB CATEGORY :
    BRANDED ENTERTAINMENT & CONTENT:
    DIGITAL & SOCIAL PLATFORMS
  • ENTRANT COMPANY :
    DENTSU INC., TOKYO
  • TITLE :
    MY JAPAN RAILWAY
  • BRAND :
    JAPAN RAILWAY 150TH ANNIVERSARY CAMPAIGN
  • ADVERTISER :
    JR GROUP
  • AGENCY :
    DENTSU INC., TOKYO
  • EXECUTIVE CREATIVE DIRECTOR :
    TAKUMA TAKASAKI
  • CREATIVE DIRECTOR :
    YOSHIHIRO YAGI
  • ART DIRECTOR :
    DAISUKE HATAKEYAMA
  • COPYWRITER :
    MARIKO FUKUOKA/MINA SUGIOKA
  • CREATIVE PRODUCER :
    AKIKO SEINO
  • ACCOUNT EXECUTIVE :
    NAOTO IKEGAMI/MAMI UMEZAWA/JUN MAEDA
  • MEDIA AGENCY :
    DENTSU INC., TOKYO
  • PR AGENCY :
    DENTSU INC., TOKYO
  • PR DIRECTOR :
    YOHEI NEMOTO
  • PR PLANNER :
    YAMATO TSURUOKA/NAKO MORIMITSU
  • PR PRODUCER :
    SACHIKO OMORI
  • PRODUCER :
    TOMOKO YOKOTA
  • FILM PRODUCTION COMPANY :
    DENTSU CREATIVE CUBE INC., TOKYO
  • DIRECTOR :
    TAKUYA DEMURA
  • FILM PRODUCER :
    MASAHIRO OYAMADA/TOMOKI MIZUTANI
  • PRODUCTION MANAGER :
    MIYU YAGI
  • MUSIC :
    TORU SASAKI
  • POST-PRODUCTION COMPANY :
    1-10 INC., KYOTO/PR CONSULTING DENTSU INC., TOKYO/
    DENTSU LIVE INC., TOKYO
  • ENGINEER :
    NANA NAKAMURA/SHUNSUKE KOTANI
  • TECHNICAL DIRECTOR :
    YOSHIHITO FUJIWARA
  • TECHNICAL DESIGNER :
    RYOMA INOUE
  • PROJECT MANAGER :
    JOJI GAMO
  • PRINT PRODUCTION COMPANY :
    CREATIVE POWER UNIT, TOKYO/ADBRAIN INC., TOKYO/
    LULL INC., TOKYO
  • DESIGNER :
    MASASHI FUJITA/MASASHI MISHIMA/TATSUSHI NAGAE/HISATO TAKAGI/MASAKI IDERA/RYOSUKE MURAI/HIROYUKI TSUJI/DAISUKE KATAYAMA/TAKAMASA MIYAGAWA/TOMOAKI TERAI/HARUKO NAKATANI/RYOHEI WADA/SHUKA MIYATA
  • CAMPAIGN SUMMARY :
    Railways are so integral to life in Japan they tend to be taken for granted. For Japan Railway's 150th anniversary campaign, we devised the campaign to help people feel a personal connection with railways.
    We designed over 900 woodcut-style stamps depicting train stations and railway scenes across Japan, and a web app that allowed the stamp images to be collected on a smartphone.
    This encouraged people to visit more stations and discover new sights, turned everyday commuting into an adventure, and gave stamp collectors a sense of shared experience.
    Our stamp-collecting game attracted over one million social media-savvy participants, transforming stations from simple transit media display points into social media hubs with exponentially greater message disseminating power.
  • CREATIVITY/IDEA/INSIGHT :
    Our creative idea was to imbue train stations all across Japan with their own unique identity, transforming them from simple transportation access points into destinations of personal significance that people could feel a strong emotional connection to.
    We began by researching railway stations across the country, reviewing historical records, newspaper articles, archival and current photos and social media. Based on our research, we created woodcut-style stamps for over 900 stations nationwide, and a web app for collecting the stamps on a smartphone.
    Metadata displayed with the stamps also allows people to see how many others have collected the same stamp, creating a sense of shared experience with other travellers.
  • STRATEGY :
    Our strategy was to focus on how people thought about railway infrastructure—particularly the train stations that serve as access points to railway services. We knew that stations were perceived as public spaces, not as places to which people felt any personal attachment, and that this caused people to think about railways simply as an everyday means of public transportation.
    By creating distinctive, collectable stamps for each station, we increased the value of the everyday commuting experience by transforming it into an adventurous treasure hunt. This gave people a reason to talk about their favourite stations and railway adventures with others.
    Previously, it was only avid railway fans who loved trains and train stations enough to post about them on social media. But with the attractive content we provided, even ordinary commuters began to share their love, becoming a vast network public relations hubs for the railway.
  • EXECUTION :
    Our execution captured the unique identities of train stations and communities across Japan with images that have the warm, handcrafted look of traditional Japanese woodblock prints. As the tradition of collecting woodblock-print stamps at travel destinations has a long history in Japan, this tapped into the sense of nostalgia and emotional attachment that Japanese travellers feel toward places they have visited.
    While train stations have long served as major media hubs for transit advertising display, our solution turned the stations themselves into a form of media. Integrating the analogue appeal of our woodblock-style designs with the engaging, game-like appeal of smartphone-based digital stamp collection, we also transformed stations into major hubs of social media interaction.
  • RESULT :
    When people no longer traveled abroad after the pandemic, our campaign successfully supercharged interest in domestic travel. This not only benefitted the railways, of course, but also helped boost regional economies nationwide.
    In a survey of campaign participants, 71% said “It made traveling around Japan by train more fun,” and 68% said “It made me want to visit places I hadn’t visited before.”
    In addition to bringing about this positive change in attitude, the campaign has also garnered over 24,000 mentions and over 49,000,000 impressions on social media and been featured in magazine and newspaper articles. During the campaign to date, some 1,000,000 users have collected over 6,300,000 stamps, strengthening the brand-customer relationship and entertaining railway passengers of all ages.
  • URL :
    https://dev1.railway150.jp/contents/stamp/