LuckyFes Achieves Over 80,000 Attendees in Its Fourth Year, and Reduces CPA by 90%

LuckyFes: Revolutionizing Music Festivals in Japan

In its fourth year, LuckyFes, an exhilarating music festival held at Hitachi Seaside Park in Ibaraki, Japan, has achieved a remarkable feat by drawing over 80,000 attendees, which is about four times its initial turnout. By partnering with advertising agency Five Inc., they have successfully reduced their cost per acquisition (CPA) to just one-tenth of what it was in the first year through a well-executed web advertising strategy.

Background on LuckyFes

LuckyFes aims to be Asia's largest theme park-style festival, held annually during the summer vacation. The event features four stages and a lineup of 108 artists from various genres, including J-POP, rock, and idol groups, creating a festival atmosphere tailored for families and music enthusiasts alike. The festival has quickly garnered a loyal fan base and has set the stage for a continuously growing event.

Five Inc.’s Role

Five Inc. has been pivotal in the festival's marketing strategy since 2023. This Tokyo-based agency specializes in digital marketing solutions and has implemented a comprehensive approach to enhance ticket sales and attendance via web advertisements. Their strategies included various platforms such as Google, YouTube, Meta, Yahoo, and LINE, ensuring wide-reaching engagement across different demographics.

Key Strategies Employed

1. Integrated Digital Marketing: Five Inc. managed multifaceted web advertising campaigns while also providing support for social media campaigns tailored to meet LuckyFes' unique needs.
2. Cost-Effective Startup Support: By creating ad plans that align with the festival's growth, Five Inc. ensured a high return on investment through targeted advertising across diverse platforms.
3. Creative PDCA (Plan-Do-Check-Act) Cycle: They focused on maintaining LuckyFes' visual identity while continuously improving the effectiveness of advertisements based on data-driven insights.
4. Commitment to Client Growth: Five Inc. actively participated in meetings and discussions, contributing to a holistic understanding of the festival's marketing strategy and ensuring collaborative efforts towards achieving overall business success.

Results Achieved

As a result of these strategies, LuckyFes not only significantly expanded its audience but also achieved a notable reduction in CPA. By sticking to a rigorous PDCA cycle, Five Inc. managed to compress LuckyFes’ CPA down to one-tenth compared to the inaugural year. Attendance figures have consistently soared, demonstrating the success of their campaign management.

Additionally, by broadening the lineup to include popular idols and artists appealing to younger demographics, the festival has doubled its audience under 24 years old while maintaining a strong core audience.

Future Plans for LuckyFes

The next installment, LuckyFes ‘26, is already on the horizon, set to occur from August 8 to August 11, 2026. With advanced planning, LuckyFes intends to maintain its reputation as a family-friendly festival, offering diverse attractions such as gourmet dining, balloon shows, photo spots, and kid-friendly zones.

This festival aims to bring together generations of fans—over 6,000 children are expected to be among the attendees—making it a theme park experience that captivates audiences of all ages. With its mantra,