SUBARU EYESIGHT MINICAR

Short List
TitleSUBARU EYESIGHT MINICAR
ClientFUJI HEAVY INDUSTRIES
Product / ServiceSUBARU
CategoryA02. Premiums & Giveaways
EntrantADK JAPAN Tokyo, JAPAN
Entrant Company ADK JAPAN Tokyo, JAPAN
Advertising Agency ADK JAPAN Tokyo, JAPAN

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%.

Credits

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