Taste of Japan Yummy Fun Truck

Taste of Japan Yummy Fun Truck

Taste of Japan Yummy Fun Truck

Overview

Driving consumer awareness through an ice-cream truck, weird ice-cream flavours and a game show was an unconventional yet highly impactful and innovative solution for JNTO and Qantas to generate excitement around the Japanese experience and promote a new daily direct flight from Melbourne to Tokyo.

Objectives:

  • Create demand and excitement around travel to Japan
  • Promote new Qantas lift from Melbourne to Tokyo

Strategy:

  • Partner with Qantas and use the weird and wacky Japanese culture as the platform to create an unmissable consumer activation, combining free ice-cream and a game show to educate on the Japanese experience and new Qantas lift.
  • Custom visually stunning ice-cream truck with Japan inspired ice cream flavours
  • 8 x Consumer pop up events
  • Consumer competition via an interactive Japanese game show
  • Digital and social integration
  • Radio campaign

Results:

  • Great buzz created in Melbourne city with over 200,000 people witnessing the events
  • Reached over 700,000 people via user generated content
  • Huge demand for the flights!

 

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