Mitsubishi Promo, Case study I-MIEV NEBUTA PROJECT by Spicebox, Tyo Id Division

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Industry Cars
Media Promo & PR, Case study
Market Japan
Agency Spicebox
Designer Natsuko Nodomi
Producer Eiichi Okuaki
Agency Tyo Id Division
Released March 2012

Credits & Description

Category: Automotive and Transport
Product/Service: I-MIEV
Account Director: Ryosuke Muraki (Hakuhodo)
Account Executive: Ryoji Ooi/Ryutaro Inoue/Satoshi Nakashima (Hakuhodo / Spicebox)
Agency Producer: Yuji Miyara (Spicebox)
Producer/Pop Designer: Tetsuya Hashimoto (Tyo / Id Division)
Producer: Eiichi Okuaki (Zeo Corporation)
Communication Director/Creative Director/Copywriter/Planner: Kenji Kamiya (Spicebox)
Web Marketer: Sumito Takayama (Spicebox)
Planner: Rintaro Sakai (Tugboat Interactive)
Creative Director/Film Director: Fumio Shiosaka (Tyo /ID Division)
Film Director: Kentaro Hagiwara (The Directors Farm)
Web Director: Mika Tachibana (Tyo / ID Division)
Designer: Natsuko Nodomi (Tyo / ID Division)
Technical Director: Hirofumi Tsukamoto (Tyo / ID Division)
Project Manager: Yuki Anshita (Tyo / ID Division)
Project Manager: Kyoichi Shibukawa (Tyo / Tyo Productions Division)
Cinematographer: Yasutaka Koga
Community Director: Hajime Nakagaki (Groove Inc.)
: Yoshihisa Sato (Thirtieth Co .)
Programmer: Ken Furudate
Public Relations Planner: Satoshi Shinjin (Catch-Ball)
Media placement: EVENT - Shimbun,Radio,Flyer - 16-Nov-11
Media placement: Film - Youtube - 17-Nov-11
Media placement: Film - TOKYO MOTOR SHOW - 03~12-Dec-11
Media placement: Film - Display Of Mitsubishi Motors Shop (600shops) - 03-Dec-11
Media placement: TV Campaign 1spot - Fuji Television(CX) - 09-Mar-12

Summary of the Campaign
Our challenge was the diminishing brand value of i-MiEV electric vehicle, after the Tohoku Earthquake in Japan.

In the midst of a national effort to conserve electricity after the nuclear power plant incident, our goal was to rebrand i-MiEV.

After the earthquake, consumers’ attentions shifted from the ‘individuals’ to the ‘society’, and more community actions were seen in our country to strengthen human ties. Witnessing such change, we decided to redefine the value of electric vehicles from individual means of transportation to a device that brings people together to create happiness.

The concept was: 'More than just an electric vehicle'.

We noticed that an electric vehicle is one gigantic battery, and hosted the world’s first Nebuta Festival (Japan’s most famous and largest annual lantern festival in the Tohoku region) using i-MiEV as the sole power source.

As a result, the project created serious media attention. A total of 105 media outlets, including the most widely circulated newspaper Yomiuri Shimbun, reported about the festival. The project successfully contributed to the re-branding of i-MiEV.

The Situation
After the Tohoku Earthquake on March 11th, Japanese nuclear power plants became terminated one after another.

Faced with intense power shortage, consumers had no choice but to conserve their electricity usage.

As a result, consumer interest regarding electric vehicles also rapidly diminished.

The Goal
Our goal was to communicate the brand image of i-MiEV to as many people as possible. Our project was covered by a total of 105 media outlets including the Yomiuri Shimbun, Japan’s most widely circulated newspaper.

The Strategy
We redefined the value of electric vehicles in the post-earthquake Japan. Electric vehicles should not just a mode of transportation, but also a tool with societal values, with functions to connect one another. To suggest this novel use of electric vehicles, we conceived electric vehicles as large mobile power sources, and created a promotion that used i-MiEV as its power source.

We hosted the 'i-MiEV nebuta project', the world’s first nebuta festival powered by electric vehicles. 'Nebuta' incorporated various interactive technologies such as kinnect sensors and sound sensors, which created a dialogue-like experience between the electric vehicles and the crowd.The footage of the festival was made into a documentary film. And was broadcast at various touchpoints.

Documented Results
i-MiEV Nebuta Project generated serious media attention. And the buzz continued to spread on social media.

In addition, on March 9, which was just a few days prior to the one year memorial of March 11, a power supply device that can extract electricity from i-MiEV was announced. Through the announcement of this power supply device, the project that started from the Tohoku Earthquake on March 11 continues to communicate the value of i-MiEV. i-MiEV Nebuta Project generated serious media attention and the buzz continued to spread on social media.

In addition to Yomiuri Shimbun which has a daily circulation of 10m, this project was picked up by more than 150 news media in Japan.