OLE! OLE! by Dentsu Inc. Tokyo for Honda

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OLE! OLE!

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Industry Cars
Media Promo & PR
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Hiroki Nakamura
Art Director Yusuke Kitani
Released December 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: HONDA MOTOR
Product/Service: HONDA CR-Z
Agency: DENTSU
Date of First Appearance: Dec 2 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://www.interactive-salaryman.com/pieces/oleole_e/
Creative Director: Hiroki Nakamura (Dentsu Inc.)
Art Director: Yusuke Kitani (Kaibutsu)
Agency Producer: Yoshikazu Nagashima (Dentsu Inc.)
Technical Director: Seitaro Miyachi (Dentsu Inc.)
Flasher, Technical Director: Qanta Shimizu (IMG SRC, Inc.)
Programmer: Hiroyuki Hanai (Dentsu TEC Inc.)
Account Exective: Togo Kida (Dentsu Inc.)
Media placement: SNS - Mixi - 02/12/2009

Describe the objective of the promotion.
This is a promotional campaign for Honda's newest hybrid car, CR-Z. The product was designed as a sports type hybrid car that also came with a manual transmission. However, research showed that this car would not be widely accepted by the younger generation. Therefore, the challenge was to spread the product name CR-Z to the vast majority of younger generation through web and mobile.

Describe how the promotion developed from concept to implementation
This somewhat queer campaign enables the user to win a CR-Z by mereley changing one's nickname within mixi, Japan's largest social networking service, which the core user mostly consistes 20s and 30s (an estimated body of users is more than 10,000,000). Not only changing your own, if the participant can convince their friends to change their nicknames, the probablity of winning the prize gets added on. The users actively engaged with this campaign by utilising the 'invite' feature, and started asking friends to add CR-Z to their nicknames.

Describe the success of the promotion with both client and consumer including some quantifiable results
In a while, mixi was filled with CR-Z and more than 800,000 users have added CR-Z to their nicknames. The total number of users within mixi is 16,000,000. With a number of 800,000 people taking part in this campaign, it means that at least 1 friend out 20 has CR-Znised. The campaign created a situation such that, anyone using mixi will encounter the name CR-Z. The number of orders for CR-Z was 10,000, which was 10 times more than the expected number. 50% of the people who purchased were in their 20s and 30s, which was also against the expectation.

Explain why the method of promotion was most relevant to the product or service
The participant realises his/her reliable friend has changed their nickname to CR-Z. The total number of users within mixi is 16,000,000. With a number of 800,000 people taking part in this campaign, it means that at least 1 friend out 20 has CR-Znised and the campaign successfully created a situation such that an average mixi user would at least encounter couple users who have CR-Znised. Moreover, for those who haven't changed their names started asking questions about the campaign, outside of mixi, such as Twitter and other forms of blog. The whole web has become filled with the name CR-Z.