THE NIGHT SHOWROOM

TitleTHE NIGHT SHOWROOM
ClientMITSUBISHI MOTORS CORPORATION
Product / ServiceECLIPSE CROSS
CategoryA05. Automotive
EntrantROBOT 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

The Campaign

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 Brief

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)

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

-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.

Explain why the method of promotion was most relevant to the product or service

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.

Credits

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
Links
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