CONNECTING LIFELINES by Dentsu Inc. Tokyo for Honda

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CONNECTING LIFELINES

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Industry Cars
Media Direct marketing, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Art Director Yu Orai, Ryuta Modeki
Copywriter Sotaro Yasumochi, Nadya Kirillova Dentsu Inc.
Designer Yusuke Nishida
Producer Haruhiko Ishikawa
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Digital Media Silver
Direct Lions Direct Response Digital: Other Digital Platforms Silver

Credits & Description

Type of entry: Use of Direct Marketing
Category: Direct Response Digital: Other Digital Platforms
Advertiser: HONDA MOTOR
Product/Service: INTERNAVI
Agency: DENTSU Tokyo, JAPAN
Advertiser HONDA MOTOR
Product INTERNAVI
Entrant DENTSU Tokyo, JAPAN
Type of Entry: Use of Direct Marketing
Category: Direct Response Digital: Other Digital Platforms
Title: CONNECTING LIFELINES
Advertiser/Client: HONDA MOTOR
Product/Service: INTERNAVI
Entrant Company: DENTSU Tokyo, JAPAN
DM/Advertising Agency: DENTSU Tokyo, JAPAN
Project Director: Takeshi Imai (Honda Motor Co.)
System Architecture Designer: Tadafumi Nogawa/Aiko Sugawara (Honda Motor Co.)
Creative Director/Creative Technologist: Kaoru Sugano (Dentsu)
Creative Technologist: Kyoko Yonezawa (Dentsu)
Producer/Technical Director: Seiichi Saito (Rhizomatiks Co.)
Technical Director/Software Engineer: Hiroyuki Hori (Rhizomatiks Co.)
Software Engineer: Akira Hayasaka (Freelance)
Art Director: Yu Orai (Dentsu)
Art Director: Ryuta Modeki (Twotone)
Designer: Yusuke Nishida (Twotone)
Copywriter: Sotaro Yasumochi/Nadya Kirillova (Dentsu)
Text Data Mining: Hiroko Ise/Yuhei Urano (Dentsu)
Sound Designer: Taeji Sawai (Qosmo)
Assistant Director: Keisuke Arikuni (Rhizomatiks Co.)
Account Director: Takao Kaburaki/Takuma Sato (Dentsu)
Producer: Haruhiko Ishikawa (Shipoo)
Client Supervisor: Ken Imamura/Akihiro Mikawa/Yuichiro Ishido (Honda Motor Co.)
Describe the brief from the client
March 11, 2011. The earthquake/tsunami in Northeastern Japan led to over 20,000 people dead/missing. The main roads were affected and traffic was put to a complete stop.
The challenge was as follows: during this unprecedented disaster, what could be done to enable the transportation of everything from water, food, clothes, blanket, to rescue crew, volunteers and heavy machinery that removes the debris, to help people who were affected by the disaster and people who tried to help them?

Creative Execution

Honda Internavi is the world's first car navigation system that recommends routes based on real-time traffic data collected via the 3G network from other Internavi-equipped Honda vehicles and provides the most pleasant driving experiences to drivers across Japan. Because of this complex system, it was difficult to communicate its benefit to people.
Honda transferred the continuously tracked information (which is usually used for analysing traffic jams) into a real-time map which tells people which roads are functioning, that helped people who were affected by the disaster. By visualising the invisible system architecture in a different point of view, people can understand Internavi.


Describe the creative solution to the brief/objective.

March 12, 10:30 am. Honda's Internavi identifies the roads that remained intact based on 3G network traffic analysis -- the first to do so, and only 20 hours after the disaster. The following information was publicised in the form of an easy to understand visual map: - Roads that had been used since the disaster - Roads that had not been used in the last 24 hours - Roads that had remained open continuously The information was distributed via Honda’s press release and an announcement on their Twitter and Facebook accounts. It further expanded by other organisations and means.


Describe the results in as much detail as possible.

After releasing the road data through the web on March 12, it spread wildly through numerous SNS platforms. The application of the Internavi data was stretched on March 14, 21:30, when it was adopted on the Google Crisis Response page. This Internavi-fuelled page became an unmatched information source for a Japan in crisis. Following that, many organisations (including the Goverment of Japan Emergency Mapping Team) and individuals mashed up the data to work on disaster relief and recovery.
Furthermore, Internavi’s real-time data collection and distribution proved so useful to people which led to a 120% Internavi membership increase, and 200% usage jump.