IZ * ONE released their special debut album Twelve for Japan on 21.10.2020.
The group had not been promoted in Japan for nearly a year, so they chose a rather expensive method to remind themselves. They located expensive ads on the entrances of subway and train stations as well as within trains.
The price of the ad for 14 days at the entrance of Shibuya subway station in Tokyo was exactly $125,000. Also, advertisements placed inside subway trains cost $ 60,000 . In total, they spent $ 185,000 to just hang posters.
So what is the attractive aspect of this specific subway and train station? The average number of people entering this station is 2.4 million a day. It is so crowded in the mornings and evenings that women and men are put in separate wagons. As someone who lived in Tokyo for about a month, I can easily say that the Japanese attach importance to advertising of such. On the other hand, Japanese friends who post on the forums point out that a year is not a very long time for Japanese fans and it is a little pointless to spend that much.
On top of these, there is the IZ * ONE truck, which we do not know how much the cost it bears. Also there are advertising posters in walls of buildings and LED screens on the stores.
So did it worth the costs? I think the answer is yes because according to Japan’s largest music statistics site Oricon, “Twelve” takes No. 1 with 124,178 album sales just in the first day!
Here are the photos of the advertisements:
