WALKING A ROBOT ACROSS JAPAN by Hakuhodo Tokyo for Panasonic

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Industry Batteries
Media Promo & PR
Market Japan
Agency Hakuhodo Tokyo
Director Yuji Ooishi
Executive Creative Director Yoichi Miura
Creative Director Kan Ishii, Akihiro Arai, Eitaro Yuasa
Art Director Takayoshi Maruyama
Copywriter Tomoaki Okuhara, Nobuhiro Harada
Designer Katsuki Nasase
Producer Misa Nakawada
Photographer Takahito Sato
Editor Fumitomo Kobayashi
Released September 2010

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Date of First Appearance: Sep 10 2010
Entrant Company: HAKUHODO, Tokyo, JAPAN
Entry URL: http://panasonic.jp/drycell/evolta/challenge/53/
Chief Creative Officer: Katsunori Tsuyama (Panasonic)
Executive Creative Director: Yoichi Miura (Panasonic)
Creative Director: Akihiro Arai (Panasonic)
Creative Director: Kan Ishii (Hakuhodo)
Creative Director: Eitaro Yuasa (Hakuhodo)
Art Director/Copywriter: Keisuke Sato (Panasonic)
Art Director: Takayoshi Maruyama (Hakuhodo)
Designer: Katsuki Nasase (Hills)
Planning Director: Kyoko Someya (Hakuhodo)
Planning Director: Masanori Yokono (Hakuhodo)
Planner: Tomofumi Ootani (Hakuhodo)
Director: Yuji Ooishi (Hat)
Film Producer: Shoji Matsui (Hat)
Copywriter: Tomoaki Okuhara (Hills)
Copywriter: Nobuhiro Harada (Hills)
Photographer: Takahito Sato (Beam x 10)
Cinematographer: Hisao Hashimoto
Editor: Fumitomo Kobayashi
Executive Producer: Fumio Akagi (Panasonic)
Producer: Misa Nakawada (Panasonic)
Media placement: TV Campaign - National - 1 October 2010
Media placement: Magazine - Major National Magazine - 13 December 2010
Media placement: Poster - Major Station - 20 September 2010
Media placement: Newspaper - National(Sankei Newspaper) - 27 November 2010

Describe the objective of the promotion.
To increase awareness of the performance of rechargeable Evolta batteries, which suffer from low brand awareness despite outperforming competing products.

Describe how the promotion developed from concept to implementation.
We created a robot powered by rechargeable Evolta batteries. The robot travelled the length of the famous Tokaido road, Japan’s main artery between Tokyo and Kyoto. The robot’s task was to average at least 10 kilometers per day on the 500-kilometer journey, which included a torturous mountain stage consisting of 18 kilometers of steep inclines. Only one recharge per day was allowed, so there was a real risk of the challenge failing due to dead batteries. The robot travelled on public roads along a preplanned route, and a live feed of its progress was carried on Ustream.

Explain why the method of promotion was most relevant to the product or service.
The aim of the project was to increase Evolta awareness by widely publicising the battery’s superior performance. Although the strategy involved branding through a performance demonstration, it was more than an announcement of the demonstration’s outcome. Instead, we employed a “streaking" branding strategy that combined the age-old thrill of a live performance with SNS. The entire challenge, and the behind-the-scenes stories, were broadcast in real time - we were essentially performing without a safety net. Revealing the challenge’s real risk of failure was designed to captivate consumers and, thus, create fans of the brand as well as boost awareness.

Describe the success of the promotion with both client and consumer including some quantifiable results.
As well as the enthusiasm of supporters along the route. The public’s interest was aroused, as intended, by people’s love of watching others fail.
7,000 Twitter followers and about 35,000 tweets.
Approximately 850,000 Ustream viewers in total.
4.3 million page views at the campaign web site.
Equivalent of USD 10 million value in publicity exposure.

In just two months, Evolta’s awareness level rose from 48 percent to 58.2 percent
and its market share climbed to 41 percent (an increase of 6 points).