Title | K-TRA, KE-TAI TRAVELER |
Brand | HONDA MOTOR CO. |
Product / Service | HONDA CARS |
Category | C03. Interactive Tools & Applications, including mobile advertising |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company: | DENTSU Tokyo, JAPAN |
Advertising/Web Design Agency: | DENTSU Tokyo, JAPAN |
Credits |
Name | Company | Position |
---|---|---|
Yasuharu Sasaki | Dentsu | Creative Director |
Hirozumi Takakusaki | Dentsu | Creative Director |
Hiroshi Koike | Dentsu | Director |
Yusuke Kitani | Kaibutsu | Art Director |
Keiichi Tozaki | Karate System | Game Designer |
Minoru Araki | MEMOKAMI | Programmer |
Shozo Okada | hi-posi | Flash Developer |
Toshifumi Oiso | Engine Plus | Producer |
Morihiro Harano | Drill | Producer |
Takashi Omori | Dentsu | Producer |
Rie Fujinaka | Kaibutsu | Designer |
Hiroki Nakamura | Dentsu | Technical Director |
In Japan, young people stopped buying a car. Now they spend their money on mobile phones to communicate with their friends. To make a future relationship with Honda, we decided to make a mobile branded application that reminds people joy of mobility. We launched a mobile community-game K-TRA. K-TRA changed a mobile phone into a vehicle. Players have their "movatar" and it hitchhikes on mobile phones of other people. The movatars travel around Japan riding mobile phones, collecting souvenirs and talk with others. Using K-TRA, people wanted to ”move” more to lift movatars and felt joy of mobility.