Sony Assurance wanted to increase drivers’ awareness of the distance their cars have traveled. Its major selling point is that they base their auto insurance fees solely on km traveled. However, most drivers never care of total distance they have driven.
Idea: Lottery game
(1) Take a photo of your car’s odometer with a smartphone.
(2) Enter and upload the photo and the number of km to a dedicated Facebook page.
The number on your odometer becomes the lottery number. Until the winning lottery numbers are announced on YouTube and the Facebook wall, you constantly think of your odometer number.
The campaign was held during Bon festival, a time Japanese drive back to their hometowns. Just with an announcement on a Facebook page, in just 3 weeks, 14,887 people visited the website, 546 people entered the draw. Users had fun and became more aware of the distance traveled.
Advertising Agency: Frontage Inc., Tokyo, Japan
Creative Directors: Shogo Mutagamihigashi, Shiro Ueshima
Copywriter: Shiro Ueshima
Art Director: Kei Kawakami / asobi graphic
Planners: Shogo Mutagamihigashi, Shiro Ueshima
Agency Producer: Koichi Minami
Account Executive: Masaru Hagiwara
Illustrator: Takumi Yoza
Released: August 2012