The Brief

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.

Creative Execution

In Japan, miniature cars are familiar toys, loved by adults and children alike. By equipping mini-cars with EYESIGT, we could encourage people to pick up and play with the cars, giving them an intuitive understanding of the technology. This created an opportunity to ignite interest in the actual Subaru models featuring the EYESIGHT technology.

Describe the creative solution to the brief/objective.

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.

Results

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%.