| Title | SAKURA-SAKU |
| Brand | VOLKSWAGEN GROUP JAPAN |
| Product / Service | NEW VW BEETLE |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | DDB JAPAN Tokyo, JAPAN |
| Entrant Company: | DDB JAPAN Tokyo, JAPAN |
| Advertising Agency: | GT TOKYO, JAPAN |
| 2nd Advertising Agency: | HAKUHODO Tokyo, JAPAN |
Credits | |
| Name | Company | Position |
|---|---|---|
| Tohru Tanaka | DDB Japan | Executive Creative Director |
| Yasushi Ogata | DDB Japan | Creative Director |
| Yasuhisa Kudo | GT | Producer |
| Satoshi Kato | DDB Japan | Art Director |
| Satoshi Hanai | GT | Copywriter |
| Hiroaki Takezoe | DDB Japan | Account Director |
We were able to meet 2,000 fans in real life. We also visited dealers to meet the fans who have followed us on twitter (377 followers) and live camera feed from the car (24,458 USTREAM views). We had to extend our journey for over two weeks to participate in one of largest New Beetle fan club event. Many encouraging messages were sent to us by viewers of our blog and YouTube videos (36,131 views) which averaged 7,000 Page Views/Day over two month period. We also received over $300,000 in media coverage.
The whole idea is developed around a very special symbolic flower, Sakura, and social activity to celebrate its blossom. It is a metaphor for the ephemeral nature of life, an aspect of Japanese traditional culture that is associated with Buddhism which goes back over one thousand years. Cherry blossom is also an icon of love and a bodement for good fortune, and represents spring. Japanese people pay close attention to the cherry-blossom front forecasts and plan flower viewing parties, Ohanami, to celebrate spring and enjoy the scenery at parks, shrines, and temples with family and friends. Sakura New Beetle visited cities and towns around Japan together with the cherry blossoms over its two month journey in real life and over various media including twitter, USTREAM, blog and Youtube. It was covered in various medias including TV News broadcasts, Newspapers, as well as online media.
The New Beetle is ending its 10 year run in spring of 2010. As it is not only unique in design but also a special car with sentiments held by fans, we needed an unconventional and involving campaign. The main target is All Beetle lovers around, from the long-time fans to the loyal customers, as well as the Volkswagen dealers. The whole idea is developed around a very special symbolic flower, Sakura, and social activity to celebrate its blossom. Sakura New Beetle is the hero car and is the ambassador sent by Volkswagen to bring the sad news in a happy way. The car visited cities and towns around Japan together with the cherry blossoms over its two month journey in real life and over various media.