Title | THE SHORTER, THE BETTER |
Brand | AUDI JAPAN KK |
Product / Service | AUDI SPORT |
Category | B06. Media Relations |
Entrant | HAKUHODO INC. Tokyo, JAPAN |
Idea Creation | HAKUHODO INC. Tokyo, JAPAN |
Media Placement | HAKUHODO INC. Tokyo, JAPAN |
PR | HAKUHODO INC. Tokyo, JAPAN |
Production | HAKUHODO INC. Tokyo, JAPAN |
Production 2 | TYO INC Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Yutaka Yokota | Hakuhodo Inc. | Executive Creative Director |
Kazumasa Ozawa | Hakuhodo Inc. | Media Manager |
Tomohiko Kawanishi | Hakuhodo Inc. | Creative Director |
Tomohiko Kawanishi | Hakuhodo Inc. | Creative Director |
Tomohiko Kawanishi | Hakuhodo Inc. | Creative Director |
Katsuhito Tomita | Hakuhodo Inc. | Copywriter |
Masahiko Tsuru | Hakuhodo Inc. | Marketing Director |
Noriyuki Ozaki | Hakuhodo Inc. | Planner |
Masato Hashimoto | Hakuhodo Inc. | PR Director |
Kazuyuki Iwasa | Hakuhodo DY media partners | Media Manager |
Hiroki Shimoeda | Hakuhodo Inc. | Planner |
Yukiko Sakurai | Hakuhodo Inc. | Account Manager |
Yutaka Suzuki | Hakuhodo Inc. | Account Director |
Atsushi Tachikawa | TYO Inc. | Producer |
Satoshi Sakaino | TYO Inc. | Producer |
Sadaki Matsuda | Freelance | Director of Photography |
Atsushi Nakamura | Sunplanet Inc. | Location Coordinator |
Yasuo Kasama | ACT Company Inc. | Car Coordinator |
Shigeru Takahashi | Act Company Inc. | Car Coordinator |
Hayato Mori | Blue Marble Inc. | Car Coordinator |
Junko Nishio | VA Studio | Stylist / Makeup |
Shouta Hirakawa | Soundroid Inc. | Recording |
Erika Konno | TYO Inc. | Director |
Erika Konno | TYO Inc. | Director |
Ai Hirata | TTR-PPC | Colorist |
Kotaro Yamazaki | TTR-PPC | Online Editor |
Yuji Murata | TTR-PPC | Mixer |
This promotion was intended to achieve the sales target, accompanied with its unique TVC format. Insights: Even to the products that seem less interesting, people will pay great attention if it appears surprising and cool. Idea: Audi Sport sells its monster machine, the New R8 ($25M). R8 can accelerate 0 - 100km/h only in 3.2 seconds. Then, unprecedented in the history of Japanese TVC, we created a 3.2-seconds teaser TVC, and decided to air it for only 3 days.
On July 3, 2016. We aired the first 3.2-seconds teaser TVC nationwide in Japanese history. It was broadcasted until July 5. On July 5, the Audi Sport was launched in Japan. PR activities : Mainly for the Web/TV, we expose the PR on July 3rd. Then, on 4th and 5th of July, we generated buzz in SNS.
The TVC was exposed in more than 200 media, creating great buzz. "Audi 3.2second" was searched for more than 300,000 times. Brand Awareness : Projected Score + 7.5% Sales (Units) : Projected Number + 12.5%
Although the characteristic of this TVC was its unique format, this was a campaign that was spread with the help of PR, making significant results.
Target : Male over 30 years old Approach : We aired this very unique TVC nationwide, all day for 3 days. PR planning : Because the TVC was broadcasted only for 3 days, we had placed the ad in other media beforehand. Immediately after the on-air, we revealed the PR, creating further buzz.