Brand Experience and Activation > Use of Media
OXYRIDE MANNED AIRPLANE PROJECT
HAKUHODO, Tokyo / undefined / 2007
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
OBJECTIVE / CHALLENGE:To differentiate oxyride battery from other products in the extremely competitive market by creating a strong impression of much improved product performance and by offering an unprecedented news value.
Effectiveness
RESULT:The project attracted tremendous attention including that of the press. The supporting messages and viral advertising through personal blogs also contributed in spreading the information about this project. It became so famous that a number of media such as the Time Magazine and the BBC news website picked up this project, attracting worldwide attention. The media exposure we achieved through news and publicity is estimated to be worth over 4 million dollars and brand recognition jumped by 30%, and reached 85%.
Implementation
How could we powerfully communicate that batteries so small held extremely high power? Through ordinary advertising it would be impossible.Our task:Do something unprecedented that would have impact around the world.Our idea: Have a pilot fly an airplane using just the power of small batteries.With this extraordinary ambitious project, we endeavored to give viewers of the program the shared experience of soaring into the sky. Oxyride would power one of humankind’s greatest dreams.
Relevancy
STRATEGY:Through Web and TVC, we simultaneously broadcasted a live documentary of the creative process, drawing audiences’ interest to the product. For additional impact, we also used the public blog community to share the dream and experience of realizing the world’s first battery-powered manned flight.
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