Title | SMARTPHONE CASE N |
Brand | HONDA MOTOR CO |
Product / Service | N-WGN |
Category | D01. Online Video |
Entrant | DENTSU 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 |
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 |
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.