Senbazaru or ‘A Thousand Origami Cranes’ is a group of one thousand origami paper cranes held together by strings. An ancient Japanese legend says that anyone who folds a thousand origami cranes will be granted a wish by the gods. This makes them popular gifts for special friends and family.
This is just one of the beautiful elements of Japanese culture that help us tell the story to Australian travellers and why we love working with our clients to promote Japan.
The Japan Airlines launch of a direct Melbourne to Japan flight route provided the perfect opportunity to use this legend to create an innovative live activation and digital campaign that would raise awareness of the route, whilst engaging the general public in an interactive space.
The result was a two-stage activation, promoting the new flight path and current sale fares. The most exciting part? Japan Airlines and Japan National Tourism Organisation offered an amazing opportunity to win return economy flights for two to Tokyo. Who could resist?
The first stage of the activation took place in the bustling commercial space of the Melbourne Central shopping mall. Across the two-day event, Melburnians congregated beneath the statement Senbazuru tree installation, which hung lucky origami cranes branded with individual activation codes. Busy commuters, millennial shoppers and family groups alike, stopped to participate by submitting their unique crane codes online to unlock the chance to win a trip to Japan.
Around 6,000 curious passersby stopped to participate over the weekend. The atmosphere was electric, with Japan Airline flight attendants and ambassadors educating participants on the in-flight experience, the airline flight paths and why Japan is the next ideal holiday destination.
Along with the tree installation, the site also boasted two of Japan Airlines prestigious business-class seats. The flight attendants demonstrated the famous Japanese hospitality to give participants a taste of the luxurious business-class experience. Various Japan brochures and other quick-win prizes were also up for grabs, including pens, fans and jackets, further enticing the public to visit and engage with the space.
Stage two of the campaign continued online, ensuring a larger audience had the opportunity to take part in the competition. By clicking a digital origami crane, users were given unique codes to enter the competition, alongside the approximate 3,400 entries from the Melbourne activation.
The activation was ultimately a great success; providing a unique opportunity for potential customers to stop engage and experience a little piece of the magic and beauty that Japan has to offer.