Sony Playstation Promo WE LOVE CARS by Dentsu Inc. Tokyo

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Industry Video Games/Consoles
Media Promo & PR
Market Japan
Agency Dentsu Inc. Tokyo
Director Shigeo Matsuyama
Creative Director Mitsuhiro Ito
Art Director Kazuhiro Yamamoto
Designer Masabumi Yamaura
Producer Tatsuma Sasaki
Photographer Satoshi Nishimura
Account Supervisor Kenkichi Shimizu
Strategic Planner Yuki Wada, Takuya Takemoto
Editor Shinichi Takamura
Released September 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: SONY
Agency: DENTSU
Date of First Appearance: Sep 18 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL:
Creative Director/Copywriter: Tohru Ishikawa (BUILD Creativehaus)
Creative Director: Mitsuhiro Ito (Dentsu)
Planner: Ryohei Manabe (Dentsu)
Art Director: Kazuhiro Yamamoto (Dentsu)
Strategic Director: Tsuneaki Fukui (Dentsu)
Strategic Planner: Takuya Takemoto (Dentsu)
Strategic Planner: Yuki Wada (Dentsu)
Account Supervisor: Kenkichi Shimizu (Dentsu)
Account Manager: Hirofumi Kikui (Dentsu)
Creative Producer: Kohei Matsumoto (Dentsu Creative Force)
Producer: Tatsuma Sasaki (Aoi Advertising)
Production Manager: Masafumi Watanabe (Aoi Advertising)
Director: Shigeo Matsuyama (Aoi Advertising)
Cinematographer: Kousuke Matsushima (Freelance)
Editor: Shinichi Takamura (Digital Garden)
Promotion Director: Shu Endo (Dentsu Tec)
Promotion Producer: Ayako Hiramoto (Dentsu Tec)
Event Producer: Saiji Kobe (Tow)
Designer: Masabumi Yamaura (J.C.Spark)
Photographer: Satoshi Nishimura (Vda)
Media placement: Web Banner - Yahoo! Japan, Carview, Response - 18 September, 2010
Media placement: TVCM - CX, YTV, ABC, CTV, THK, NBN - 21 September, 2010
Media placement: Consumer Generated OOH - Nationwide - 17 October, 2010
Media placement: Station Poster & Billboard - JR Yamanote-Line Stations - 11 November, 2010
Media placement: Train Ad - JR Yamonote-Line - 11 November, 2010

Describe the objective of the promotion.
-Target: 20s-40s male who is losing interest in cars.
-Objective: To remind the target the fun of not only car games, but cars themselves.

Describe how the promotion developed from concept to implementation.
We created a movement to showcase the passion of car enthusiasts and spread it nationwide. Our core tool was the “WE LOVE CARS” sticker that enthusiasts couldn’t help but use.
First, we gathered 120 real car enthusiasts, and put on a dream car parade featuring a total of 8 million dollars worth of cars for free to show the fun, and their love for cars. Car fans who saw this movement online sent for the stickers by accessing the campaign homepage. 12,000 people received magnets and stickers as proof of participation in the movement.

Explain why the method of promotion was most relevant to the product or service.
Car games were not selling on the market.
However, the bigger problem was that interest in cars themselves was declining.

To remind people the fun of cars, utilising the passion of enthusiasts was essential and most efficient.

Describe the success of the promotion with both client and consumer including some quantifiable results.
-Car fans who saw this movement online sent for the stickers by accessing the campaign homepage. 10,000 cars belonging to participants nationwide became new OOH media, driving the cities for free.

In addition, a total of 600,000 people accessed the campaign homepage, and gave their "WE LOVE CARS"declarations.

Having succeeded in reminding everyone of their love of cars, Gran Turismo5 launched with sales of 580,000 copies, far exceeding its goals and raised sales of the PlayStation3 console to 220%.