Goals and objectives
All Nippon Airways (ANA) is Japan’s largest and best known airline. They wanted to find a novel way to raise their profile and increase awareness of ANA flights between Europe and Japan amongst their target audience, A35-60 European business and leisure travellers.
In order to encourage a wider audience to travel to Japan on ANA, they needed to add an extra layer of intrigue.
ANA wanted to create a truly authentic, quintessentially Japanese experience via their campaign. Unlike a lot of advertising and marketing about Japan, which often plays on generalisations and stereotypes, they wanted to capture the real Japan.