SINGING IN THE CAR AUDITION by Frontage, Projector for Sony

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SINGING IN THE CAR AUDITION

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Industry Automotive products, services and accessories
Media Promo & PR, Case study
Market Japan
Agency Frontage
Director Kosai Sekine
Creative Director Kazuya Okabayashi
Art Director Yusuke Kitani, Katsunori Nishi, Haruka Takeuchi
Copywriter Shiro Ueshima
Producer Mr Satoshi Takahashi, Takao Inoue
Agency Projector
Creative Director Koichiro Tanaka
Released September 2009

Credits & Description

Category: Cars & Automotive Services
Advertiser: SONY MARKETING JAPAN
Product/Service: CAR NAVIGATION SYSTEM
Agency: FRONTAGE
Agency: PROJECTOR
Date of First Appearance: Sep 11 2009 12:00AM
Entrant Company: FRONTAGE, Tokyo, JAPAN
Entry URL: http://www.projector.jp/awards/singing/en.html
Creative Director: Kazuya Okabayashi (Frontage)
Creative Director: Koichiro Tanaka (Projector)
Copywriter: Shiro Ueshima (Frontage)
Planner: Zen Tachikawa (Frontage)
Agency Producer: Koichi Minami (Frontage)
Agency Producer: Hirotaka Fukatsu (Frontage)
Agency Producer: Shinichi Saeki (Projector)
Art Director: Yusuke Kitani (Kaibutsu)
Art Director: Katsunori Nishi (Honolulu)
Art Director: Haruka Takeuchi (Honolulu)
Producer: Satoshi Takahashi (Taiyo Kikaku)
Producer: Takao Inoue (Taiyo Kikaku)
Director: Kosai Sekine
Assistant Director: Shuhei Yamabe (Taiyo Kikaku)
Cinematographer: Naoki Noda
Web Developer: Keiichi Tozaki (Karate System)
Planner: Shinpei Oshima (Projector)
Account Executive: Tomoya Okamoto (Frontage)
Account Executive: Tomonori Murakami (Frontage)
Account Executive: Noriko Hayashi (Frontage)
Media placement: TV Campaign - 3 Spots - NNN/ANN/JNN/TXN/FNN - 11/09/2009
Media placement: Internet - YouTube - 01/10/2009

Results and Effectiveness
The campaign generated high product awareness and achieved huge engagement level. Buzz and PR from portal sites, blogs, Twitter, Facebook, YouTube, and etc... Gain in share from 39% to 50% at electronics retail stores.

Creative Execution
“Singing” is the most natural thing to do when you have fun driving. Then we realised... Japan has 128,000 karaoke clubs. But we found out there are 79 million more places for singing. And we can go anywhere and anytime. Namely... “In the car” Then, we launched a campaign in 3 steps: 1. The world’s first audition in the car. 2. Vote on YouTube. The movies were uploaded on YouTube. One view equalled one vote. 3. Winners appeared in the TVC. Performances were aired across Japan.

Insights, Strategy & the Idea
Navigation systems are standard in most Japanese vehicles now. The functions are pretty similar. In September 2009, Sony broke into the market with a new concept. Product Sales Point: “Quick, Easy & Fun” -Easy to install and handle. -Makes driving much more fun. Convey its unique benefits with an unconventional approach.