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.