Sony Playstation DM WE LOVE CARS by Dentsu Inc. Tokyo

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WE LOVE CARS

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Industry Video Games/Consoles
Media Direct marketing
Market Japan
Agency Dentsu Inc. Tokyo
Director Shigeo Matsuyama
Creative Director Mitsuhiro Ito
Art Director Kazuhiro Yamamoto
Designer Masabumi Yamaura
Producer Tatsuma Sasaki
Account Supervisor Kenkichi Shimizu
Strategic Planner Yuki Wada, Takuya Takemoto
Editor Shinichi Takamura
Released September 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: SONY
Product/Service: VIDEO GAME PROMOTION
Agency: DENTSU
Date of First Appearance: Sep 18 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://www.jp.playstation.com/scej/title/welovecars/
Creative Director / Copywriter: Tohru Ishikawa (Build Creativehaus)
Creative Director: Mitsuhiro Ito (Dentsu)
Planner: Ryohei Manabe (Dentsu)
Art Director: Kazuhiro Yamamoto (Dentsu)
Strategic Director: Tsuneaki Fukui (Dentsu)
Strategic Planner: Takuya Takemoto (Dentsu)
Strategic Planner: Yuki Wada (Dentsu)
Account Supervisor: Kenkichi Shimizu (Dentsu)
Account Manager: Hirofumi Kikui (Dentsu)
Creative Producer: Kohei Matsumoto (Dentsu)
Producer: Tatsuma Sasaki (AOI)
Production Manager: Masafumi Watanabe (AOI)
Director: Shigeo Matsuyama (AOI)
Cinematographer: Kousuke Matsushima (Freelance)
Editor: Shinichi Takamura (Digital Garden)
Promotion Director: Shu Endo (Dentsu)
Promotion Producer: Ayako Hiramoto (Dentsu)
Designer: Masabumi Yamaura (JC Spark)
Web Creative Director: Akio Morita (Dentsu)
Web Art Director: Takuma Kato (Shiftbrain)
Media placement: Web Banner - Yahoo! Japan, Carview, Response - 18 September, 2010
Media placement: TVCM - CX, YTV, ABC, CTV, THK, NBN - 21 September, 2010
Media placement: Consumer Generated OOH - Nationwide - 17 October, 2010
Media placement: Station Poster & Billboard - JR Yamanote-Line Stations - 11 November, 2010
Media placement: Train Ad - JR Yamonote-Line - 11 November, 2010

Describe the brief/objective of the direct campaign.
-Target: 20s-40s male who were losing interest in cars.
-Objective: To remind the target of the fun of not only car games, but cars themselves.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
-We created a movement to showcase the passion of car enthusiasts and spread it nationwide. Our core tool was the “WE LOVE CARS.” Sticker that enthusiasts couldn’t help but use.
-First, we gathered 120 real car enthusiasts, and put on a dream car parade featuring a total of 8 million dollars worth of cars for free to show the fun, and their love for cars.
-Car fans who saw this movement online sent for the stickers by accessing the campaign homepage. 12,000 people received magnets and stickers as proof of participation in the movement.

Explain why the creative execution was relevant to the product or service.
-Car games were not selling on the market.
However, the bigger problem was that interest in cars themselves was declining.

-To remind people the fun of cars, utilizing the passion of enthusiasts was essential and most efficient.

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.
-By creating this "WE LOVE CARS."Sticker, we successfully turned 10,000 cars nationwide into free media, creating new OOH media driving the cities.
-In addition, a total of 600,000 people accessed the campaign homepage, and gave their “WE LOVE CARS.” declarations. succeeded in reminding everyone of the fun of cars.
-Gran Turismo5 sold 580,000 copies, far exceeding its goals, and raised sales of the PlayStation3 console to 220%.