SNOWY ROADS ARE SCARY

Short List
TitleSNOWY ROADS ARE SCARY
BrandAUTOWAY
Product / ServiceWINTER TIRES
CategoryC01. Use of Digital in a PR campaign
EntrantI&S BBDO Tokyo, JAPAN
Entrant Company I&S BBDO Tokyo, JAPAN
Advertising Agency I&S BBDO Tokyo, JAPAN

Credits

Name Company Position
Yoshihisa Ogata I/S Bbdo Exective Creative Director
Kairi Manabe BBDO J WEST Creative Director/Copy Writer
Koichiro Tomita BBDO J WEST Account Officer
Norikazu Shimazaki Wonder Land House Producer
Atsushi Nishida Wonder Land House Director/Cameraman
Haruka Nanba Wonder Land House Production Manager
Osamu Bob Okayama Wonder Land House Production Manager
Tadayoshi Fuchino AND FILM STUDIO Ligting
Shinichi Doi FLIGHT GEAR Art
Kaori Fuchino FLIGHT GEAR Art
Reishi Sonokawa U2 Cg
Toshikatsu Hayashi U2 Editor
Eitaro Koba U2 Ma
Nao Fujishima BUZZHOOK Web Producer
Ryuji Hada BUZZHOOK Web Designer
Hideyuki Motoo NIYARI PRODUCTION Web Engineer
Risa Hanayama Querl ENTERTAINMENT Actress

The Campaign

More traffic accidents occur in winter, as many people drive without winter tires.So AUTOWAY, a small online tire shop in Japan, launched an online movie to call attention to this issue. The idea was to create the world’s ‘scariest’ web commercial to promote the importance of winter tires. We produced a viral movie featuring The Snow Woman, a scary snow ghost from Japanese folklore known for appearing in snow, who suddenly would show up while driving on snowy roads. This scary movie was shared in more than 220 countries and scared people all around the world. More than 7.9 million YouTube views and 2 million dollars worth of free media while only using 7000 dollars in production cost. More than 620,000 tires sold through the website, and the installation rate of winter tires went up 10% after the movie launch.This winter, the number of traffic accidents in Japan went down 6.9%(YOY).

The Brief

More traffic accidents occur in winter, as many people drive without winter tires.So AUTOWAY, a small online tire shop in Japan, launched an online movie to call attention to this issue.

Results

This scary movie was shared in more than 220 countries and scared people all around the world. More than 7.9 million YouTube views and 2 million dollars worth of free media while only using 7000 dollars in production cost. More than 620,000 tires sold through the website, and the installation rate of winter tires went up 10% after the movie launch.This winter, the number of traffic accidents in Japan went down 6.9%(YOY).

Execution

The idea was to create the world’s ‘scariest’ web commercial to promote the importance of winter tires. We produced a viral movie featuring The Snow Woman, a scary snow ghost from Japanese folklore known for appearing in snow, who suddenly would show up while driving on snowy roads.

The Situation

More traffic accidents occur in winter, as many people drive without winter tires.So AUTOWAY, a small online tire shop in Japan, launched an online movie to call attention to this issue.

The Strategy

The idea was to create the world’s ‘scariest’ web commercial to promote the importance of winter tires. We produced a viral movie featuring The Snow Woman, a scary snow ghost from Japanese folklore known for appearing in snow, who suddenly would show up while driving on snowy roads.