NISMO MOBILE ATTACK by TBWA\Hakuhodo Tokyo for Nissan

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NISMO MOBILE ATTACK

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Industry Cars
Media Promo & PR
Market Japan
Agency TBWA\Hakuhodo Tokyo
Executive Creative Director Hiroshi Urushitani
Creative Director Hideyuki Tanaka
Art Director Yasuzumi Aoki
Copywriter Masaharu Kumagai
Designer Minako Noguchi
Released September 2009

Credits & Description

Category: Best Use of other Digital Media in a Promotional Campaign
Advertiser: NISSAN MOTORSPORTS INTERNATIONAL
Product/Service: MOTOR SPORTS BUSINESS
Agency: TBWA\HAKUHODO
Date of First Appearance: Sep 12 2009 12:00AM
Entrant Company: TBWA\HAKUHODO, Tokyo, JAPAN
Art Director: Yasuzumi Aoki (TBWA\Hakuhodo)
Designer: Minako Noguchi
Account Executive: Hiroshi Miyamoto (TBWA\Hakuhodo)
Creative Director: Hideyuki Tanaka (TBWA\Hakuhodo)
Copywriter: Masaharu Kumagai (TBWA\Hakuhodo)
Chief Creative Officer: Minoru Fujii (TBWA\Hakuhodo)
Executive Creative Director: Hiroshi Urushitani (TBWA\Hakuhodo)
Media placement: Event - Fuji Speed Way - 6 December 2009
Media placement: Mobile - NISMO Mobile - 12 Septemmber 2009

Describe the objective of the promotion.
To conquer the potential targets with low interest in motor sports and turn them into new fans of Nissan motor sports.

Describe how the promotion developed from concept to implementation
Our idea was to combine "Game" and "Real-life victory stand". We created a highly user-friendly mobile racing game and placed it on the WEB as free-downloads where players could join a time attack race at the virtual Fuji Speed Way on the Nissan GTR. Then the top 3 racers of the game were awarded at the real victory stand of this popular F1 circuit. This brought to our targets, a dream-come-true experience where the "virtual" game world and the "real" racing world met.

Describe the success of the promotion with both client and consumer including some quantifiable results
WEB site access skyrocketed once this game was placed. Session # : increased by 200% PV # : increased by 300% Unique User # : increased by 300%

Explain why the method of promotion was most relevant to the product or service

By creating a simple but exciting game that anyone could enjoy, we were able to reach out and attract a completely new of audience to the world of motor sports, usually known to be a closed world of fanatic fans. Also by providing those people who played the game with a dream like experience to stand on the victory stand in front of a huge audience, we managed to create a strong bond with our new fans.