| Title | AUDI TT LANDING, JAPAN PROJECT |
| Brand | AUDI JAPAN KK. |
| Product / Service | AUDI TT |
| Category | B06. Use of Ambient Media: Large Scale |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Production | DENTSU CREATIVE X Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Koshi Uchiyama | GT INC. | Creative Director |
| Kentaro Suda | Dentsu Inc. | Creative Director |
| Takahiro Tsuchiya | Dentsu Inc. | Art Director |
| Yukio Kusune | Dentsu Inc. | Account Executive |
| Mitsuaki Ikeda | Dentsu Inc. | Account Executive |
| Go Kosaka | Dentsu Tec Inc. | Event Producer |
| Tatsuya Hosonuma | Dentsu Creative X Inc. | Producer |
| Ryosuke Takeuchi | Dentsu Creative X Inc. | Production Manager |
| Hideto Hotta | Dentsu Creative X Inc. | Production Manager |
| Yasunori Kakegawa | Mazri Inc. | Director |
| Takashi Sakurai | Pict Inc. | Cinematographer |
| Tetsuya Takekawa | Digital Garden Inc. | Editor |
| Keisuke Sato | Digital Garden Inc. | Post Producer |
| Arata Kanbayashi | IMG SRC inc. | Special Effects Producer |
| Masanori Mori | IMG SRC inc. | Technical Director |
| Takuma Nakaji | WOW Inc. | Installation Excective Director |
| Yasuaki Matsui | WOW Inc. | Installation Producer |
| Shingo Abe | WOW Inc. | Installation Director |
| evala | Freelance | Sound Designer |
| Hideaki Takahashi | Aiding | Sound Designer |
“’Re-creating’ the actual landing scene for the TVC in real life” We have challenged ourselves to re-create the TVC, which has aired around the world, which has aired around the world, in actual outer space and at various symbolic sites around Japan.
“Project 1: THE PREQUEL” We have created a scene in which the Audi TT suddenly appears in space from the future right before it lands on earth, as shown in the original TVC. “Project 2: TVC ON AIR” The TVC that was aired around the world. We have aired an ambitious TVC showing the Audi TT transcending time and space, and arriving from space to earth as the most futuristic car in Audi history. “Project 3: Landing in Kyoto, Japan” We have realized a media collaboration with the world heritage site, Hieizan Enryakuji temple, for the first time since it was established in 788. “Project 4: Appearing in The Sand Dunes” The cocoon from outer space also teleported to the sand dunes of Tottori, a national natural monument. “Project 5: Landing in Ginza, Tokyo” A 30m long runway was built in bustling Ginza, Tokyo.
Collaborating with symbolic sites around Japan, the Audi TT landing project generated a successful viral campaign throughout the nation. “Over 400 Media Exposures” “3,300,000 Views on YouTube” “500,000 Event Traffic”
To re-create the TVC's story in reality, ambient media advertisements were created in space and in different places of Japan. We then crafted a strategy to turn these ambient advertisements into “incidents”.
We have turned the launch of the TT into “incidents” by actually landing the TT, which has descended from space, on different symbolic sites around Japan. Using this strategy, we made the consumers witnesses the TT as an “incident” through the SNS, news sights, and on-site.