Title | UNKAI NAVI |
Brand | MITSUBISHI MOTORS |
Product / Service | UNKAI NAVI |
Category | A05. Automotive |
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 |
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 | 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 |
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 |
There are more people now that consider cars a means of transport to a destination than those that enjoy the drive itself like before. As a result, there are even less opportunities for users to be in contact with cars, accelerating the trend of those losing interest for cars. 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 both good and bad feedback from those that actually went looking for them.
Imprint weather data such as temperature, wind power, humidity etc. that are processed real time. Using AI, simulate the type and shape of cloud and calculate the occurrence rate of sea of cloud. System production: 6 months and about 20 million JPY.
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 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. The Unkai NAVI was used by over 300,000 users in just 1 month.
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.
With automobile industry having its own challenge of people turning away from driving and Mitsubishi having the issue of fuel economy manipulation and losing credibility, it has become difficult to select the Mitsubishi brand. Should we use the same strategy as competitors? The answer is NO. We have challenged to increase people’s motivation to go out before raising awareness of each model by re-capturing “the four-wheel control technology”, origin of Mitsubishi that was acquired through Paris-Dakar Rally, as “the technology that everyone can become a ‘weekend explorer’.” This is the “UNKAI NAVI.”
Most SUV drivers love the outdoors. Plus they are drawn to spectacular views. One of these stunning views appears mountains to be like an island 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.