|Title||ENGINE-DRIVEN FREE KICKER|
|Product / Service||ENGINE OIL|
|Entrant||OGILVY & MATHER JAPAN Tokyo, JAPAN|
|Entrant Company:||OGILVY & MATHER JAPAN Tokyo, JAPAN|
|Advertising Agency:||OGILVY & MATHER JAPAN Tokyo, JAPAN|
|Nobuhisa Ishizuka||Ogilvy & Mather Japan||Planner|
|Natsuko Shimizu||OgilvyOne Japan||Producer|
|Kaori Mochizuki||OgilvyOne Japan||Art Director|
|Akihito Abe||OgilvyOne Japan||Creative Director|
|Kazuki Nakata||Yama||Flash Developer|
|Tadakazu Oda||FISH GROVE||Programmer|
|Shojiro Nakaoka||Bitztream||Sound Designer|
|Satoko Takada||Ogilvy & Mather Japan||Copywriter|
|Genjiro Wakayama||Ogilvy Action Japan||Account Manager|
|Kogoro Kurata||Castrol Ichi-GO Creator and Constructor|
|Yusuke Kitani||Kaibutsu||Construction Project Manager|
|Takako Narumi||Zeal Associate Corporation||Event Operation|
|Kentaro Tsubouchi||Sunny Side Up inc.||PR|
|Chika Tsukamoto||Sunny Side Up inc.||PR|
|Satoshi Shinjin||catchball Inc.||Online Promotion|
Castrol became an official sponsor of FIFA World Cup 2010 South Africa. We set off on the development of “Castrol Ichi-GO,” a free kicking machine powered by engine. Kicking beyond 200km/hr was our goal, which would be the world’s fastest free kick by a machine. This is a live documentary featuring the whole story, from the laborious development of the machine which was perceived to be impossible to create, up to achieving a world record.
The project was covered in over 150 Japanese media, and the media effect in Japan alone was worth 500 million yen. Google had over 2 million hits. The news spread to 80 countries, and received enormous media coverage around the world. We received many offers from national / foreign TV, professional football matches, special events for football supporters and exhibitions at the Toyota (Castrol’s B2B Client) showroom. Castrol Ichi-GO even achieved a Guinness World Record and succeeded in communicating our message - Castrol’s engine oil delivers “Best Performance”.
[Development] We announced the development of Castrol Ichi-GO through the media and bloggers and launched the official website and utilized YouTube, Flickr and blog parts to post updated events, videos and photos. [Completion] We conducted a public showing where we invited numerous journalists and the general public. Demonstrating the machine’s performance helped us achieve maximized media exposure. [Performance] As planned, we received several offers from the media as well as professional football teams. We succeeded in appearing on TV, magazines, and events without spending any media money. We even challenged the Guinness World Records and became number one.