Renault DM DRIVE CALENDER by TBWA\Hakuhodo Tokyo

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DRIVE CALENDER

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Industry Cars
Media Direct marketing
Market Japan
Agency TBWA\Hakuhodo Tokyo
Creative Director Yasuzumi Aoki
Art Director Kazuaki Koyama
Copywriter Kei Nakamura
Designer Chihiro Akimoto, Minako Noguchi
Released April 2013

Credits & Description

Advertiser: RENAULT JAPON
Agency: TBWA\HAKUHODO
Category: Cars & Automotive Services
Advertising campaign: DRIVE CALENDER
Designer: Chihiro Akimoto (TBWA\HAKUHODO)
: Chiho Matsumoto (TBWA\HAKUHODO)
Agency Producer: Eri Tanabe (TBWA\HAKUHODO)
Agency Producer: Hirotaka Fukatsu (TBWA\HAKUHODO)
Chief Creative Officer: Miki Matsui (TBWA\HAKUHODO)
Agency Producer: Hidenori Miyoshi (TBWA\HAKUHODO)
Art Director: Kazuaki Koyama (P913)
Designer: Minako Noguchi (TBWA\HAKUHODO)
: Azusa Hasegawa (TBWA\HAKUHODO)
Copywriter: Kei Nakamura (TBWA\HAKUHODO)
Creative Director: Yasuzumi Aoki (TBWA\HAKUHODO)
Agency Producer: Yuki Fukui (TBWA\HAKUHODO)
Illustrator/Designer: Haruna Ohkubo (P913)

Outcome
The production cost was as low as 1.5 million yen. Although our initial plan was to only make 100 copies, we received over 10,000 requests from non-owners as well in just one day. It attracted extensive media coverage at an unprecedented scale by automobile, design, and various online magazines and newspapers. The number of customer inquiries made to Renault surged (200% y/y), and all the attention around the DRIVE calendar set a great stage for Renault to start an extraordinary year 2013.

Implementation
Calendars are like New Year’s greeting cards for Japanese companies. However their designs remain unchanged and lack any character; square, static, flip-over style calendars. Our challenge was to create something very different, a unique calendar that could bring excitement to the recipients.

Execution
Renault Japan is a company that honors Renault car owners’ unique individuality, and their products reflect that spirit. Thus we created their calendar reflecting that same spirit. We managed to find a creative solution to what other car brands never did: to express ‘driving,’ the biggest pleasure of cars in a calendar. The DRIVE calendar is a unique and pure embodiment of the pleasure cars bring.

Client Brief Or Objective
Renault is one of the many foreign car brands in Japan. Its brand awareness was very low. In order to increase Renault’s brand awareness, we created a distinctive and unique calendar called ‘DRIVE calendar.’ We generated news and topicality around this never-before-seen calendar, and gained awareness among potential customers.