SUBARU X GAINAX by Dentsu Razorfish Tokyo for Subaru

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Industry Cars
Media Case study
Market Japan
Agency Dentsu Razorfish Tokyo
Producer Yukihiro Shimadzu, Yuji Adegawa
Released August 2011

Credits & Description

Category: Titanium and Integrated
Product/Service: SUBARU
Date of First Appearance: Sep 28 2010
Entry URL:
Executive Producer: Yo Suzuki (Fuji Heavy Industries)
Executive Producer: Yasuhiro Takeda (Gainax Co.)
Account Executive: Go Yamaguchi (Dentsu)
Account Executive: Atsushi Nakamura (Dentsu)
Account Executive: Kohei Aramaki (Dentsu)
Promotion Planner: Chihiro Tohyama (Dentsu)
Creative Director/Copywriter: Masae Miki (Dentsu Tec)
Chief Producer/Planner: Gaku Inada (Dentsu Tec)
Planner/Director: Satoru Kajiwara (Dentsu Razorfish)
Producer: Yukihiro Shimadzu (Dentsu Razorfish)
Producer: Yuji Adegawa (Dentsu Razorfish)
Project Manager: Takeshi Yazaki (Dentsu Razorfish)
Assistant Director: Saeko Okada (Dentsu Razorfish)
Art Director/Designer: coba (i2f Inc.)
Animation Director: Shoji Saeki (Gainax Co.)
Concept Artist: Daisuke Kikuchi (Gainax Co.)
Animation Producer: Yuichi Takahashi (Gainax Co.)
Music Producer: Tomoko Saito (Gainax Co.)
Animation Promotion: Yumiko Ogura (Gainax Co.)
Animation Promotion: Keiko Tokuda (Gainax Co.)
Media placement: Web Site - Official Website - 28 September 2010
Media placement: Official Twitter Account - Twitter - 28 September 2010
Media placement: Official YouTube Channel - YouTube - 1 November
Media placement: Event - Shibuya J-POP Café (Event Venue) - 31 January 2011
Media placement: Out Of Home Media - 4 Giant Screens In Front Of Shibuya Station - 1 Februar2011

Describe the campaign/entry
Modern consumers are becoming increasingly fragmented and the message of conventional car sales promotions is not reaching consumers as readily as before. Therefore, Subaru (Fuji Heavy Industries Ltd.) and Gainax Co. Ltd. collaborated on a project with the unprecedented approach of creating an animation series to promote Subaru corporate branding.

Describe how the campaign/entry was launched across each channel in the order of implementation
When the project was announced, a Twitter account was launched linked to the official website and progress reports on the animation series and promotional videos were released for Gainax and anime fans to heighten anticipation leading up to the official release. The groundwork was laid to create buzz and news coverage for Subaru fans and the business community by capitalizing on the improbability of the cross-industrial collaboration.
The day before the premiere, the press was invited to Shibuya for a screening event.
Immediately following the event, the world premiere of "Wish Upon the Pleiades" was broadcast on four giants screens in front of Shibuya station.
It was also simultaneously released on the brand channel with a YouTube gadget.

Give some idea of how successful this campaign/entry was with both client and consumer
1. Buzz spread among anime fans, general consumers and the business community.

The project was reported in wide-ranging media, from anime magazines to general news websites and industry newspapers, which increased recognition for the animation series and for the Subaru brand.

2. High praise and large number of views.

The official YouTube channel had:
- 1,738,643 collective online channel views (As of March 8).
- No.1 sponsored content in Japan, No.19 worldwide (As of February).
- 4,742 subscribers (whole period).
- No.2 sponsored content in Japan.

3. Corporate branding from favourability toward animation series.

- People made their own stickers and decals for their cars, and fans uploaded illustrations to Pixiv and other social media sites for artists.
- Many people posted on major online bulletin boards that they were going to buy a Subaru.
- The animation project is proving to be the trigger to purchasing a Subaru.