| 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.