“Singing” is the most natural thing to do when you have fun driving.

Then we realised...

Japan has 128,000 karaoke clubs. But we found out there are 79 million more places for singing. And we can go anywhere and anytime.

Namely... “In the car” Then, we launched a campaign in 3 steps: 1. The world’s first audition in the car.

2. Vote on YouTube. The movies were uploaded on YouTube. One view equalled one vote.

3. Winners appeared in the TVC. Performances were aired across Japan.

The campaign generated high product awareness and achieved huge engagement level.

Buzz and PR from portal sites, blogs, Twitter, Facebook, YouTube, and etc...Gain in share from 39% to 50% at electronics retail stores.