Subaru Promo, Case study MY MIXI

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Industry Cars, SUV & Four Wheel Drive
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Automotive and Transport
Product/Service: CARS
Client Super Visor: Yo Suzuki (Fuji Heavy Industries)
Communication Planner: Junichiro Yamada (Asatsu-DK)
Creative Director: Hiroo Kida (Asatsu-DK)
Account Executive: Yoshitsugu Takahashi (Asatsu-DK)
Media Planner: Taka Kamimura (ADK Interactive)
Media Producer: Seitaro Kihara (Mixi)
Media Producer: Akihiro Fukui (Mixi)
Producer: Mitsugu Ishida (Pyramid Film Quadra)
Art Director: Yuki Sakurai (Metamosphere)
Director: Shiro Fukuo (Pyramid Film Quadra)
Production Manager: Jun Ishikawa (Pyramid Film Quadra)
Technical Director: Nagi Sasaki (NAGI)
Technical Director: Ken Ariga (Mixi)
Technical Developer: Minoru Sako (Minsak)
Programmer: Ukyo Maeda (Mixi)
Programmer: Keisuke Amaya (Mixi)
Programmer: Shigemasa Akiyama (Mixi)
Programmer: Yoshio Imagawa (mixi)
Planner: Tadaaki Kamiya (Pyramid Film Quadra)
Sound Designer: Shojiro Nakaoka (Bitztream)
Media placement: SNS - mixi - 06/07/2009

Summary of the Campaign
In order to engage the youth of Japan, whcih was our target audience, we set up a championship on Mixi, a networking site that most Japanese youths use. We wanted this to spread through word of mouth to seem mor egenuine than by advertising and to ensure that this target audience thought of us in a positive manner.

The Goal
We got a request from our client, who said, “Make an appeal to young generation in 20s, or 30s so that the youth get interested in a “SUBARU OUTBACK”, a new type of AWD which is available in cities as well as for off-road driving. ”However, thereis a growing trend that young people are not willing to buy cars in Japan. Therefore, a conventional approach of advertisement seems to be difficult to satisfy this demand.

PLAYERS – 350,000people Views – More than 1,400,000 page views Favorable Impression – 10%up Intension To Purchase – Improved from the 11th to the 1st within the category of SUV. Sales – Sales increased by 51% News – “Hit Product During This Recession” On Economic News ”World Business Satellite”

The championship was set up in order to reach the youth of Japan, our target audience, and we did this on SNS -Mixi- as we know that most youths in Japan use this this social networking site.

The Situation
We wanted to engage our target audience and make them interested in this product. We had to engage our target audience which is the youth of Japan and find a way to be able to communicate with them in an effective way that ensured they spread our information through word of mouth.

The Strategy
That’s why we selected to use “mixi”, the largest SNS in Japan in order to make young people feel that a “SUBARU OUTBACK” is a car which is very close to them. And we invented a “mixi” game, the first trial of its kind which can draw attention from young generation. In this game, a line created by one person can start a connecting network from one friend to another friend. A team of friends whose line got the longest will be a winner in this activity.