UNKAI NAVI

TitleUNKAI NAVI
BrandMITSUBISHI MOTORS
Product / ServiceUNKAI NAVI
CategoryC01. Digital & Interactive Design
EntrantHAKUHODO 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

Credits

Name Company Position
Shinichiro Hashizume HAKUHODO Inc Creative Director
Masatoshi Usami HAKUHODO Inc Planner/Copywriter
Yasutaka Ide HAKUHODO Inc Copywriter
Shoko Uchida HAKUHODO Inc Copywriter
Ryota Sakae HAKUHODO Inc Art Director
Yuri Kato HAKUHODO PRODUCT'S INC. PR Planner
Keiichi Yoshida HAKUHODO Inc Account Director
Toshiyuki Matsuo HAKUHODO Inc Account Supervisor
Rie Yokoi Hakuhodo i-studio Digital Producer
Yusuke Yamanaka AID-DCC Inc. Producer
Yuka Sato AID-DCC Inc. Assistant Producer
Masaki Watanabe AID-DCC Inc. Web Director
Atsushi Tabata AID-DCC Inc. Architect
Kenjiro Nakayama AID-DCC Inc. Designer
Rosa Takahashi AID-DCC Inc. Designer
Takayuki Kitai AID-DCC Inc. Designer
Hirofumi Nakagawa ANDMADE Inc. Art Director
Takeshi Daimon ROBOT COMMUNICATIONS INC. Production Manager
Tatsuro Hayashi ROBOT COMMUNICATIONS INC. Film Producer
Masayo Watanabe ROBOT COMMUNICATIONS INC. Film Producer
Saiya Suzuki ROBOT COMMUNICATIONS INC. Music Producer
Shinnosuke Arima EDP graphic works Co.,Ltd. Director
Satoshi Takizawa Freelance Photographer
Yasuhiro Kimura Homunculus Inc. Technical Director
Hiroshi Yamanaka Homunculus Inc. Technical Director
Yuichiro Arai Homunculus Inc. Developer
Nobuyuki Kayahara Media-Pulsar Co.,Ltd. Developer

The Campaign

Mitsubishi Motors with their flagship product SUV, challenges to uncover the demand for outdoors driving by offering a purpose for driving. Most SUV drivers love the outdoors. Plus they are drawn to spectacular views. One of these stunning views is the Unkai when mountains appear to float like islands in a sea of clouds. All those that encounter this scenic sight are unanimously awestruck. However, it’s very difficult to forecast the appearance of a natural phenomenon like the Unkai; sea of clouds. So the idea was to stir drivers to the outdoors by making this encounter with Unkai a sure thing.

Creative Execution

Produce a Unkai NAVI using AI weather data, a service that alerts drivers of the probability of Unkai appearance. When a departure point is entered, it will show drivers the nearest Unkai observation spot. Furthermore, this comes with a social learning function that improves forecast accuracy by receiving good and bad feedback from those that actually went looking for the Unkai. From the location information, banners will automatically generate and appear in areas with the highest sea of clouds appearance ratio.In addition, expand opportunities by sponsoring camps to observe the Unkai.

Indication of how successful the outcome was in the market

The Unkai NAVI was used by over 300,000 users in just 1 month, resulting in approx. 3500 Million yen in media exposure. Inquiries from various regions with Unkai spots poured in. A total of 35 municipals introduced The Unkai NAVI that simultaneously acted as PR for Mitsubishi Motors.

Links
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