SMARTPHONE CASE N

Short List
TitleSMARTPHONE CASE N
BrandHONDA MOTOR CO
Product / ServiceN-WGN
CategoryD01. Online Video
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN
Production Company 2 ADBRAIN Tokyo, JAPAN

Credits

Name Company Position
SHIMOHAMA + MATSUURA Dentsu Inc. Creative Director/Artdirector/P Lanner
Tomoki Yomogita Dentsu Inc. Planner/Copywriter
Moe Goto Dentsu Inc. Planner
Takashi Omori Dentsu Razorfish Inc. Agencyproducer
Kohjin Okami Dentsu Inc. Account Executive
Hiroyuki Muto Dentsu Inc. Account Executive
Rin Tai Dentsu Inc. Account Executive
Yoshio Hiramoto Adbrain Inc. Designer
Manabu Sasaki Adbrain Inc. Producer
Satoshi Oshima TOHOKUSHINSHA FILM CORPORATION Producer
Genki Yamaoka TOHOKUSHINSHA FILM CORPORATION Producer
Yusuke Kyouno TOHOKUSHINSHA FILM CORPORATION Production Manager
Ryouhei Kawakita TOHOKUSHINSHA FILM CORPORATION Director
Rui Okada Freelance Camera
Naoyuki Hashimoto Naoyuki Hashimoto Styling Office Art
Kenji Takeuchi MUGEN DENKO CO/LTD. Sfx
Mitsuaki Kayanuma GIVS Sfx
Nao Tokui Qosmo Inc. Programmer
Toru Urakawa Qosmo Inc. Programmer
Toru Kawanabe Qosmo Inc. Interaction Engineer

Creative Execution

Working model of the smartphone case was made. Along with the entertaining demo movie of it. Movie was launched in YouTube at 27th of November. And in less than a week, it caught the media's attention. Youtube was played over 800,000 times. Followed by immediate coverage by numerous media world wide.

Video went viral and followed by immediate news coverage world wide such as gizmodo, cnet, Discovery channel and so on. Broad reach was an essential factor, but on top of that, our aim was to make younger generation become a bit more aware of safety, For the first month, N-WGN sold over 24,000 units, which nearly doubled the estimate.

Idea: We made an airbag equipped smartphone case was created to promote the feature of the new car. The accelerometer detects the fall and deploys 6 airbags in a split second. Documentary styled movie was created to deliver the message. This case was inspired by the airbag system of N-WGN, the first compact car with 6 airbags Yes, this whole project was created to promote the appeal of this new car. Target customer was young generation and the safety was not their main concern when considering buying a new car. So we made them care by choosing something they do care about safety of, their smartphones.

Links

Viral Video URL   |   Video URL