Honda Design & Branding DOTS NOW by Dentsu Inc. Tokyo

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Industry Cars, Automotive products, services and accessories
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Director Toshiyuki Nagashima
Art Director Yu Orai, Kotaro Yamaguchi
Copywriter Sotaro Yasumochi, Nadya Kirillova Dentsu Inc.
Designer Takato Kanehara
Producer Haruhiko Ishikawa, Kazushige Mori
Released November 2011

Credits & Description

Category: Online Digital Design
Advertiser: HONDA MOTOR
Product/Service: INTERNAVI
Agency: DENTSU
Creative Director/ Creative Technologist: Kaoru Sugano (Dentsu)
Copywriter: Sotaro Yasumochi (Dentsu)
Copywriter: Nadya Kirillova (Dentsu)
Art Director: Yu Orai (Dentsu)
Creative Technologist: Kyoko Yonezawa (Dentsu)
Account Director: Takao Kaburaki (Dentsu)
Account Director: Takuma Sato (Dentsu)
Art Director: Kotaro Yamaguchi
Director: Toshiyuki Nagashima (Metaphor)
Designer: Takato Kanehara (Metaphor)
Flash Developer: Ichitaro Masuda (Metaphor)
Flash Developer: Yosuke Seki (Metaphor)
Sever-Side Developer: Hiroki Hirano (Iret)
Sound Designer: Shuta Hasunuma
Producer: Haruhiko Ishikawa (Shipoo)
Producer: Kazushige Mori (Shipoo)
Media placement: Website - Honda Website - Nov.30, 2011 – Now
Media placement: Temporary Exhibition(Tokyo Motor Show) - Tokyo Motor Show 2011 - Nov.30, 2011 – Dec.11, 2011

Describe the brief from the client
‘Internavi’ is a navigation system based on a pool of crowd-sourced aggregated information that provides the most pleasant driving experience possible to drivers across Japan by connecting them to each other through the system. The more people involved, the more richer and accurate the information.
Due to the highly complex nature of the navigation system, it was difficult for Honda to get people to understand the Internavi.
Therefore, the number of users (members of Internavi Premium Club) was struggling with little growth and many inactive users.

Describe the challenges and key objectives
The challenge was to make people experience the Honda spirit in a simple way: the more people participate, the more the service evolves.

Describe how you arrived at the final design
The idea was to unveil the black box of Internavi , open it up and visualise it to people.
By redesigning Internavi’s actual data into a real-time motion infographics presentation, people’s participation will be visualised, making them realise they are actually participating in the system. We launched a website visualising how this complex system works. The infographics were created with real-time data constantly uploaded from Internavi. People could watch real-time status of cars all over Japan, experiencing and understanding the functions of Internavi. Since it is visualised in real-time, users’ action will be immediately reflected in the graphic.

Give some indication of how successful the outcome was in the market
The website was displayed using 6 LCDs for each angle, at the Tokyo Motor Show which had a presence of 840,000 people.
Furthermore, membership of the Internavi Premium Club has increased by 120%.
Data volume, which is the usage of Internavi, has also increased by 200%.