The Campaign

[Let a love simulation game teach you the value of endurance.] To make tires more exciting and memorable, we decided that we would not simply advertise a tire: we had build something much more emotionally involving, unique, and fun. We united the different concepts of a tough, durable tire with those of “enduring love” as these twin aspects of “long-lasting” can be easily linked by puns in Japanese, and we knew that connecting tires to ideas about love would create a stir. With this in mind we designed the layout to mimic interactions on a social network, on which our users can feel as if they are really talking to the characters.

Creative Execution

At the timing of the launch of this game, it was not just a news release that was used to publicize the game. It tied up with a YouTuber comedian’s YouTube video, which was replayed 120,000 times. This tie-up contributed greatly to the penetration of the features of the products among the target generation as well as other people, and this game became a popular topic of conversation among them. In most of normal love games, players enjoy the process until the time of starting dating. However, in this love game, players start with the beginning of dating and enjoy how long they can sustain their relationships. In farewell scenes between players and their lovers, words in the dialogue have phrases related to cars or the tire manufacturer’s unique expressions.

[Obtaining high level communication] When the love simulation game was released, its unique approach was a major talking point across Japan. Just with the public release, the “Dunlop Long Life Love page” reached 76,088 hits within the first week, and 374,935 hits in total. The average user played for 8 minutes and 42 seconds and was highly satisfied with the game, so this project was a huge success. This project also succeeded in going viral and was featured on numerous media sources which helped it gain both fame and a good reputation – effects which also benefitted our client and their product.

The contents were created by replacing tires with love, and an effort has been made to appeal the features of the tire products. “Love game released from tires?” This fresh and new catchphrase is used to promote spreading the news about this game through news media. The game also encourages the players to spread stories about this game through SNS’s after finishing playing the game. In this way it is intended that the game be spread by its users.