Title | THE NIGHT SHOWROOM |
Brand | MITSUBISHI MOTORS CORPORATION |
Product / Service | ECLIPSE CROSS |
Category | A05. Automotive |
Entrant | ROBOT COMMUNICATIONS Tokyo, JAPAN |
Idea Creation | HAKUHODO INC. Tokyo, JAPAN |
Media Placement | HAKUHODO INC. Tokyo, JAPAN |
Media Placement 2 | AID-DCC Osaka, JAPAN |
Media Placement 3 | TOW Tokyo, JAPAN |
Media Placement 4 | MONSTERDIVE.INC Tokyo, JAPAN |
PR | HAKUHODO INC. Tokyo, JAPAN |
PR 2 | HAKUHODO I-STUDIO Tokyo, JAPAN |
PR 3 | AID-DCC Osaka, JAPAN |
PR 4 | KAMIYA CORPORATION CO.,LTD. Tokyo, JAPAN |
Production | ROBOT COMMUNICATIONS Tokyo, JAPAN |
Production 2 | HAKUHODO I-STUDIO Tokyo, JAPAN |
Production 3 | TOW Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Shinichiro Hashizume | Hakuhodo.inc | CREATIVE DIRECTOR |
Masao Ishikwa | Hakuhodo.inc | INTERACTIVE DIRECTOR |
Shingo Kato | Hakuhodo.inc | ACTIVATION DIRECTOR |
Yasutaka Ide | Hakuhodo.inc | COPYWRITER |
Ryota Sakae | Hakuhodo.inc | ART DIRECTOR |
Design a ‘LIVE SHOW ROOM,’ a platform where the car developers and viewers can have a live chat. There is no given scenario; The viewers questions and the developers answers are completely unscripted. Such unexpected, spontaneous live broadcasting has given rise to a whole new car purchasing consideration experience.
The budget for content production: 50 million JPY (approx. 450,000 USD) The budget for media production (95% i-media): 70 million JPY (approx. 630,000 USD)
The outline of the Night Show Room is the following. First, user’s type in their comments and questions in the online comment forms which instantly become public. Then the showroom MC randomly picks up questions out of the posted comments one after another to ask the car developers for answers. A total of 20 developers alternately appear on the show room floor; they are video captured for livestreaming through the wearable camera attached to the head of MC.
-A total of 77,000 people experienced the show for one month. 78.5% of them visited a physical car dealer. -The conversion rate to dealerships was 8 times higher than usual. -64% of the orders were placed by the Night Show Room viewers. -It was picked up by over 1,200 media outlets. -The Mitsubishi executives highly evaluated the result and rolled out the same initiative for its another car model. The initiative is now scheduled to spin off to other markets such as North America, Europe, China and Australia.
This work is about designing a customer journey that brings about a new consideration process for purchasing a car and triggers desires to own one. Through such a journey, we envisioned to provide hands-on experience on the rejuvenated Mitsubishi brand cars to as many people as possible.
The Night Show Room on the web was designed to broadcast live at night when the physical car dealers are closed. Every night for a month, a total of 20 car developers alternately talked about where they were particular about the vehicles they developed while answering whatever questions viewers may have while considering buying a car. What’s more, the show MC navigated the car inside out with the head mounted live camera, according to the viewer’s requests. In a nutshell, the Night Show Room was tailor-made to suit the needs of the viewers: it is more ‘on-demand’ than the physical car dealers and allows viewers an in-depth knowledge of the car.