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Marketer: Goo Agency: Dentsu, Tokyo

A Japanese portal plasters outdoor media with questions to promote its ability to provide answer questions

[pattaya, thailand] Dentsu won the Best of Outdoor prize at the recent Asia Pacific Advertising Festival (AdFest) with a comprehensive multimedia "Fill the city with questions" campaign for Goo (, one of Japan's leading Internet portals. The campaign promoted the site's "Answer it" service, which invites users to submit questions and allows others to answer them.

"It was an easy decision for us, this campaign was outstanding and no one else even came close," said Gary Caulfield, creative adviser for Ogilvy & Mather, Jakarta, Indonesia, and an outdoor judge.

To maximize the portal's ad budget and reach the 80% of urban Japanese who commute to work by train and subway, Dentsu saturated the network with outdoor ads asking 30 questions, such as, "It's now 6 p.m. I suddenly have an urge to go on safari in Kenya. If I could leave here right now, taking public transportation to the airport, at the earliest, how many hours and minutes later would I be in Nairobi?" The first person to correctly respond to the question received prizes.

"We discovered that the total cost for purchasing the entire available ad space in all Tokyo and Osaka stations [more than 600 stations] was equivalent in cost to a small-scale TV spot campaign. We were successful in buying almost all the poster ad space and we decided not to use TV," said the agency in its submission.

Ads were strategically placed in other outdoor areas, like the top of ships sailing down Tokyo River and a helicopter hovering above Shibuya, Tokyo's top shopping and entertainment district. The seven-week campaign ended with 500 Japanese competing in a championship tournament.
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