Background

“Asobuild” is a multi-faceted entertainment complex which opened by the Yokohama station southeast exit in a renovated annex of Yokohama post office in March 2019. Under the concept of “playground by the station”, Asobuild provides an environment which stimulates curiosity and allows people of any age to enjoy the entertaining content. The unique content such as the “Unko (poop) Museum” and rooftop children’s park “PuChu!” were an immediate hit, drawing more than 1 million visitors in the first three months. 

URL

https://asobuild.com/

What we did

SSU was in charge of the PR around the opening of “Asobuild”. As one of the facilities within the planned “Excite Yokohama 22” area, we promoted Asobuild as a facility for “real life experiences” that stimulated the five senses. Differentiating the building from a commercial retail facility which has apparel shops and from standard entertainment facilities such as a bowling alley, we focused on its uniqueness, using the catch phrase “multi-faceted hands-on style entertainment complex”. The key message was shared first with online and social media which had the best affinity, then shifted to mass media. We successfully maximized buzz around the building by promoting the original hands-on experiential content such as “Unko museum”, “MONOTORY” and “PITCH CLUB”.