Cannes Lions

CAR NAVIGATION SYSTEM

FRONTAGE, Tokyo / SONY / 2010

Presentation Image

Overview

Entries

Credits

Overview

Execution

“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.

Outcome

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.

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