The Brief

In timing with the introduction of new models of Voxy MPVs, we developed a new form of communication that would entice people who are usually not interested in cars to visit dealerships. We used the fun of a photo app, the reach of social media, and the appeal of online news as points of contact to give consumers a reason to visit dealers and a chance to receive their very own catalogs.

Describe how the promotion developed from concept to implementation

With our app called "Ore-chen," a combination of the rugged masculine word for "I/me" with the word "change," a user could take a photo of his face with his smartphone and transform himself into an "ikemen," or really hot guy. Word about the app spread on YouTube, online news, social media, and through PR activities for a buzz from a different angle than typical new-car promotions. Users could also order an "Ore-catalog" from the app using the photo they made as the cover and pick it up at their nearest dealer.

Describe the success of the promotion with both client and consumer including some quantifiable results

The app was downloaded over 300,000 times, and about 4,000 orders were placed for the catalogs. This unprecedented method succeeded in luring people who had never been to a dealership before to come and visit.

Explain why the method of promotion was most relevant to the product or service

The campaign allowed ordinary people to experience what it’s like to be a celebrity in an ad, and gave every guy the chance to become an "ikemen." Plus, the fun went beyond the app itself, creating a new form of communication where people could go to a dealer and receive a one-of-a-kind catalog with their face on the front for free.