The Campaign

Background March 11, 2011. Northeastern Japan is rocked by a massive earthquake and tsunami. 20,000 people are reported dead or missing. Many roads are cut off. Traffic in and out of the region grinds to a complete halt. Challenge During this unprecedented disaster, how to deliver rescue workers, heavy equipment, and desperately needed supplies such as water, food, clothing, and blankets? Solution March 12, 10:30 am. Honda's Internavi navigation system identifies the roads that remained intact based on 3G network traffic analysis -- the first to do so, and only 20 hours after the disaster. Honda Internavi is the world's first navigation system that recommends routes based on real-time traffic data collected via the 3G network from other Internavi-equipped Honda vehicles. By color-coding roads based on accessibility, Honda converted a complex set of data into an easy to read real-time map. Internavi data played a key role in Google's speedy launch of the Google Crisis Response page. This all-new application of Internavi's data helped fuel an unmatched source of information for Japan in its time of crisis. Internavi continuously tracked both the ever-changing road conditions throughout Japan and the state of recovery work following the disaster. Internavi contributed to rebuilding efforts by literally showing the road to recovery. Furthermore, in one year, membership increased 120%, and usage jumped 200％. Honda's speedy response gave the public rapid, efficient, and effective access to the Internavi data, greatly assisting deliveries to affected areas.

The Brief

The goal was to assist deliveries to the affected areas by deliver giving the speedy response to the public and providing rapid, efficient, and effective access to the Internavi data, to save more lives.

Results

Through Honda’s speedy and timely response, the Internavi data was made accessible to the public efficiently and effectively, allowing deliveries to reach the affected area. Internavi’s realtime data collection and distribution proved so useful to the citizens of Japan during the disaster. Furthermore, in one year, membership increased 120%, and usage jumped 200％.

Execution

After releasing the road data through the web, Internavi data became so useful that it was widely spread organically on numerous SNS platforms. The application of the Internavi data was stretched when the data was used in Google’s speedy launch of the Google Crisis Response page. This Internavi-fueled page became an unmatched information source for a Japan in crisis. Internavi continuously tracked both the ever-changing road conditions throughout Japan and the state of recovery work following the disaster. Internavi contributed to rebuilding efforts by literally showing the road to recovery.

The Situation

March 11, 2011. The earthquake/tsunami in Northeastern Japan led to over 20000 people dead/missing. The main roads were affected and traffic was put to a complete stop. The challenge was as follows: during this unprecedented disaster, what could be done to enable the transportation of everything from water, food, clothes, blanket, to rescue crew, volunteers and heavy machinery that removes the debris? Honda’s answer was, telling which roads still functioned.

The Strategy

March 12, 10:30 am. Honda's Internavi navigation system identifies the roads that remained intact based on 3G network traffic analysis -- the first to do so, and only 20 hours after the disaster. Internavi closely tracked traffic conditions, and the following information was publicized in the form of an easy to understand visual map: - Roads that had been used since the disaster - Roads that had not been used in the last 24 hours - Roads that had remained open continuously The information was distributed via the internet and through Google Maps. Internavi continuously tracked both the ever-changing road conditions throughout Japan and the state of recovery work following the disaster. Internavi contributed to rebuilding efforts by literally showing the road to recovery.