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Industry Cars, Business equipment & services, Corporate Image
Media Direct marketing
Market Japan
Agency TBWA\Hakuhodo Tokyo
Executive Creative Director Minoru Fujii
Creative Director Atsushi Muroi
Producer Hidenori Miyoshi, Mineo Mori
Released April 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: NISSAN MOTOR
Product/Service: CAR COMPANY
Date of First Appearance: Apr 28 2009 12:00AM
Entrant Company: TBWA\HAKUHODO, Tokyo, JAPAN
Entry URL:
Executive Creative Director: Minoru FUJII (TBWA\Hakuhodo)
Creative Director: Atsushi MUROI (Hakuhodo)
Producer: Hidenori MIYOSHI (TBWA\Hakuhodo)
Producer: Mineo MORI (TBWA\Hakuhodo)
Account Director: Koichi SUZUNO (Torafu Architects)
Account Director: Hideyuki YAMANO (Torafu Architects)
Production Company: Motohiko MAKINO (Pyramid Film)
Media placement: EVENT - EXPO Y150 - 28 April, 2009

Describe the brief/objective of the direct campaign.
When Nissan HQ relocated it wished to, communicate Nissan's Blue Citizenship to the local citizens, with a focus on children in the area by Creating a heartwarming communication plan that makes both citizens and Nissan visible to each other to build a bond.

Explain why the creative execution was relevant to the product or service.
To keep the Earth beautiful, each and every one of us is required to take tangible actions. Through this communication, we would like to motivate children into thinking about planet Earth and sensing Nissan's OMOIYARI. We have set up an experiential communication as the core device to leave a deep impression in one's heart.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Through delivering "Voices of OMOIYARI" to our earth, this activity crescendos OMOIYARI in the hearts of people. An activity starting from Yokohama and out to the world, it's the Nissan OMOIYARI balloon.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
1. Collected 506,200 Voices of OMOIYARI. 2. 970 classes incorporated the topic in their social study class. 3. The space awarded the most prestigious design award in Japan. 4. Nissan employees inspirited with the Voices from the public : 27,000 people.