Title | MINICAR MUSIC PLAYER |
Brand | FUJI HEAVY INDUSTRIES |
Product / Service | SUBARU |
Category | A07. Point of Sale |
Entrant | ADK JAPAN Tokyo, JAPAN |
Entrant Company | ADK JAPAN Tokyo, JAPAN |
Advertising Agency | ADK JAPAN Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Ludwig Van Beethoven 3000 | Composer | |
Masaru Shinagawa | Sound Designer | |
Melody Punch Inc. | Soundproduction | |
Toru Midorikawa/Kotaro Maruhashi | Music/Sound | |
Digital Egg Inc. | Postproduction | |
Tomoyo Orikasa/Kohei Yakuwa | Editor | |
Masao Ohde | Tohokushinnsha | Producer |
Kensaku Kakimoto | Cinematographer | |
Kensaku Kakimoto | Tohokushinnsha | Director |
Hiroki Ishiyama | Adk | Art Director |
Hiroki Ishiyama | Adk | Copy Writer |
Hiroki Ishiyama | Adk | Creative Director |
We developed miniature cars equipped with EYESIGHT technology for distribution as promotional incentives at Subaru showrooms. To attract visitors to the showrooms and expand awareness of EYESIGHT technology, we also produced a viral movie featuring the EYESIGHT-equipped mini-cars.
We aimed to seed awareness and promote understanding of Subaru EYESIGHT technology, attract visitors to Subaru showrooms, and contribute to increased sales of Subaru cars. EYESIGHT is collision avoidance technology that detects obstacles in an automobile’s path and brings the car to a stop.
In viral movie, we designed a mini-car performance, orchestrated by EYESIGHT technology and sound. EYESIGHT technology guides more than 300 mini-cars as they come together, fall into formation, and drive away without a single collision. We added a trick in which initially random sounds emitted by micro-speakers installed in the mini-cars combine to create a melody as the cars come together.
Viral dissemination of the movie (820,000 YouTube views; 2,500 “likes” as of end June, 2013) and the lure of the EYESIGHT mini-cars increased foot traffic to Subaru showrooms and boosted model sales by 32%.