Cannes Lions


DENTSU INC., Tokyo / VOLVO / 2017

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We transformed XC 90 Excellence as a private room and opened the first high-class in-vehicle restaurant in the world. While visiting beautiful scenery spots, as a completely new restaurant we picked up specialties of famous restaurants and served them. Along with the driver, a sommelier is seated in the passenger's seat, making it possible to respond to any kinds of requests from the customer. The recommendation of this store is the ultimate full course beyond genre curated by Yukio Hattori, the original Iron Chef. Full course which boldly combines Japanese, French, Chinese, Italian cuisine, and store specialty is so to speak, the all-star team of gastronomy. The target who visited this restaurant can enjoy the beautiful scenery seen through the car window one dish at time, and the comfortable and gorgeous drive of XC 90 Excellence.


ALL - STAR RESTAURANT is a project done together with Yukio Hattori, the original Iron Chef, to combine Japanese, Chinese, French, Italian restaurants across the genre. In addition, we collaborated with UberEATS to deliver dishes from each store hygienically and quickly. This campaign utilizes their delivery know-how. The news on this new hot ALL - STAR RESTAURANT gained 250+ exposure, centering on luxury media such as GQ, President, Diamond, and became a big topic. We received a reservation requests for 3 years and 1 month during the campaign implementation period of Feb. 14 - Mar. 14. Customers suitable for the campaign who could be perfect candidate for purchasing the finest R-seater SUV, such as corporate executives from an unicorn company visited. The campaign contributed to build VOLVO's luxury brand image and to build purchase intention of XC90 Excellence.


· 250+ exposure mainly on media such as GQ, President, Diamond etc which contains a lot of wealthy targets.

· 628 Million+ media impression resulting from the 250+ medium exposure, and topic spread in social media.

· During the campaign period of only one month, reservation requests for 3 years and 1 month were made. We gathered high attention from rich people in Japan.

· As a result, the number of site visits increased significantly to 180.5% before and after the campaign, and gained attention from many prospect customers.

· In addition, the number of requested catalogs also increased significantly to 131.7% before and after the campaign. Succeeded in forming potential purchase for many prospective customers.

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