| Title | ODOMETER LOTTERY |
| Brand | SONY ASSURANCE |
| Product / Service | INSURANCE FOR KM YOU DRIVE |
| Category | C05. Games |
| Entrant | FRONTAGE Tokyo, JAPAN |
| Entrant Company | FRONTAGE Tokyo, JAPAN |
| Advertising Agency | FRONTAGE Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Takumi Yoza | Illustrator | |
| Masaru Hagiwara | Frontage Inc. | Account Manager |
| Shogo Mutagamihigashi | Frontage Inc. | Planner |
| Shiro Ueshima | Frontage Inc. | Planner |
| Koichi Minami | Frontage Inc. | Agency Producer |
| Kei Kawakami | Asobi Graphic | Art Director |
| Shiro Ueshima | Frontage Inc. | Copywriter |
| Shogo Mutagamihigashi | Frontage Inc. | Creative Director |
| Shiro Ueshima | Frontage Inc. | Creative Director |
Sony Assurance wanted to increase drivers’ awareness of the distance their cars have traveled. However, most drivers never care this, so our brief was to change attitudes. Idea：lottery game. (1) The user takes a photo of their car’s odometer with their smartphone. (2) To enter, they simply upload the photo and the number of km to a dedicated Facebook page. The number on their odometer becomes their lottery number. Sony Assurance employees announce the winning numbers in an event shown on YouTube and the Facebook wall. In just 3 weeks, 14,887 people visited the website, 546 people entered the draw.