Title | SHOWROOM HOME DELIVERY |
Brand | AUDI JAPAN |
Product / Service | AUDI A3 |
Category | A07. Use of Print or Standard Outdoor in a Promotional Campaign |
Entrant | TOW Tokyo, JAPAN |
Entrant Company | TOW Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Production Company | DENTSU CREATIVE X Tokyo, JAPAN |
Production Company 2 | TOW Tokyo, JAPAN |
Production Company 3 | BLANC INC. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Koshi Uchiyama | GT INC. | Creative Director |
Takahiro Tsuchiya | DENTSU INC. | Art Director/Planner |
Yusuke Tsuchida | DENTSU INC. | Producer |
Erina Hanzawa | DENTSU INC. | Account Executive/Planner |
Miho Azuma | DENTSU INC. | Copywriter |
Hidefumi Kokubo | TOW CO.,LTD | Producer/Planner |
Yusuke Fukushima | TOW CO.,LTD | Producer |
Hiroshi Sakurada | blanc Inc. | Designer |
Tomoshige Takamine | blanc Inc. | Designer |
Yoshifumi Uemi | RIZING inc. | CG Designer |
Tatsuya Hosonuma | Dentsu Creative X Inc. | Producer |
Hiroyuki Ohara | Dentsu Creative X Inc. | Producer |
Jun Hasegawa | Dentsu e-marketing One Inc. | Producer |
Yuki Takahashi | Dentsu e-marketing One Inc. | Producer |
Yuhei Hamada | acut | Director |
Yuji Oba | Dentsu Creative X Inc. | Web Director |
In Japan, very few urban houses have garages large enough to park a car wider than 1.8m.Even Japanese people, who want to purchase a high-quality Audi car, tend to select smaller domestic brand cars.The Audi A3 is a premium car that’s popular in Japan, and at a width smaller than 1.8m is compact enough to accommodate the space requirements of Japanese homes.we need to find the best way to convey this message to our target audience.so we created a real-size newspaper insert of the Audi A3, accurate and scaled to a 1mm.The Largest Newspaper Insert Advertising in the World.Because we believe this is a very convenient way for our users and effective in communicating the merits of the A3.
In Japan, very few urban houses have garages large enough to park a car wider than 1.8m. Even Japanese people, who want to purchase a high-quality Audi car, tend to select smaller domestic brand cars. The Audi A3 is a premium car that’s popular in Japan, and at a width smaller than 1.8m is compact enough to accommodate the space requirements of Japanese homes. We need to find the best way to convey this message to our target audience. We decided to communicate using newspaper as a reliable media which can deliver our message clearly.
The campaign was covered by more than 400 media outlets and resulted in 2.7 million US dollars of PR value.On April 16th 2015, the real-size advertisement set a GUINNESS WORLD RECORDS® title for the Largest newspaper insert advertising (2.77 m²).
We created a real-size newspaper insert of the Audi A3, accurate and scaled to a 1mm.Those who received the A3 insert placed it in their homes to test how it fit.In addition, we turned the print ad into an AR marker that users could scan using their smartphones and tablets.This created a real-size 3D image, so they could experience owning an A3.To create buzz, we launched a social-media campaign, challenging participants to take a picture of the A3 in the most unimaginable places with an original hashtag.