Title | ODOMETER LOTTERY |
Brand | SONY ASSURANCE |
Product / Service | INSURANCE FOR KM YOU DRIVE |
Category | A04. Mobile 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’s aim was to increase drivers’ awareness of the distance their cars have traveled. A major selling point for this company is that they base their auto insurance fees solely on km traveled. However, most drivers never give a thought to the total distance they have driven, so our brief was to change attitudes and focus drivers’ awareness on their odometers. Our idea was to make a 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. That’s it. The number on their odometer becomes their lottery number. Until the winning lottery numbers are announced, they are constantly thinking of their odometer number. Sony Assurance employees select and announce the winning numbers in an event shown on YouTube and the Facebook wall. First prize was a hotel gift card worth ¥30,000. Runners up received Amazon gift vouchers. For maximum impact, we decided to hold the campaign during the period of the Bon festival, a time when many Japanese drive long distances back to their hometowns to honor the spirits of their ancestors. Even though the campaign was only announced on a Facebook page, in just 3 weeks, 14,887 people visited the website, 546 people entered the draw and Sony Assurance received numerous mentions in various web media. Users had fun playing a game that also made them more aware of their car’s odometer and how far they had driven.