AWARDS :

SILVER

SUB CATEGORY :

BEST USE OF PRINT

COMPANY ENTERING :

TOW CO.,LTD, TOKYO

ENTRY TITLE :

SHOWROOM HOME DELIVERY

BRAND :

AUDI A3

ADVERTISER :

AUDI JAPAN KK

AGENCY :

DENTSU INC., TOKYO/GT INC., TOKYO

CREATIVE DIRECTOR :

KOSHI UCHIYAMA

COPYWRITER :

MIHO AZUMA

ART DIRECTOR :

TAKAHIRO TSUCHIYA

WEB DIRECTOR :

YUJI OBA

ACCOUNT EXECUTIVE :

ERINA HANZAWA

AGENCY PRODUCER :

YUSUKE TSUCHIDA

FILM PRODUCTION COMPANY :

DENTSU CREATIVE X INC., TOKYO

DIRECTOR :

YUHEI HAMADA (ACUT)

PRODUCER 2 :

TATSUYA HOSONUMA/HIROYUKI OHARA

SPECIAL EFFECTS COMPANY :

DENTSU E-MARKETING ONE INC., TOKYO

SPECIAL EFFECTS PRODUCER :

JUN HASEGAWA/YUKI TAKAHASHI

PRINT PRODUCTION COMPANY :

TOW CO.,LTD, TOKYO

DESIGNER :

HIROSHI SAKURADA (BLANC INC.)/TOMOSHIGE TAKAMINE (BLANC INC.)

CG DESIGNER :

YOSHIFUMI UEMI (RIZING INC.)

PRINT PRODUCER :

HIDEFUMI KOKUBO/YUSUKE FUKUSHIMA

THE BRIEF :

IN JAPAN, VERY FEW URBAN HOUSES HAVE GARAGES LARGE ENOUGH TO PARK A CAR WIDER THAN 1.8M. EVEN JAPANESE PEOPLE, WHO WANT TO PURCHASE A HIGH-QUALITY AUDI CAR, TEND TO SELECT SMALLER DOMESTIC BRAND CARS. THE AUDI A3 IS A PREMIUM CAR THAT’S POPULAR IN JAPAN, AND AT A WIDTH SMALLER THAN 1.8M IS COMPACT ENOUGH TO ACCOMMODATE THE SPACE REQUIREMENTS OF JAPANESE HOMES.WE NEED TO FIND THE BEST WAY TO CONVEY THIS MESSAGE TO OUR TARGET AUDIENCE.

THE STRATEGY :

IN JAPAN,THERE ARE A LOT OF PEOPLE WANT TO PURCHASE A HIGH-QUALITY AUDI CAR BUT JUST DON'T HAVE ENOUGH GARAGE SPACES FOR IT.IN THIS CASE,THE AUDI A3 IS PERFECT FOR THEM.WE WANT THEM TO NOTICE IT.SO WE DECIDED TO CREATED THE LARGEST NEWSPAPER INSERT ADVERTISING.THOSE WHO RECEIVED THE A3 INSERT PLACED IT IN THEIR HOMES TO TEST HOW IT FIT.BY USING THE NEWSPAPER,WE'VE CREATED A NEW WAY TO APPROACH PEOPLE WHO DOESN'T VISIT OUR SHOWROOM.

THE EXECUTION :

WE CREATED A REAL-SIZE NEWSPAPER INSERT OF THE AUDI A3, ACCURATE AND SCALED TO A 1MM.THOSE WHO RECEIVED THE A3 INSERT PLACED IT IN THEIR HOMES TO TEST HOW IT FIT.IN ADDITION, WE TURNED THE PRINT AD INTO AN AR MARKER THAT USERS COULD SCAN USING THEIR SMARTPHONES AND TABLETS.THIS CREATED A REAL-SIZE 3D IMAGE, SO THEY COULD EXPERIENCE OWNING AN A3.TO CREATE BUZZ, WE LAUNCHED A SOCIAL-MEDIA CAMPAIGN, CHALLENGING PARTICIPANTS TO TAKE A PICTURE OF THE A3 IN THE MOST UNIMAGINABLE PLACES WITH AN ORIGINAL HASHTAG.

THE RESULT :

THE CAMPAIGN WAS COVERED BY MORE THAN 400 MEDIA OUTLETS AND RESULTED IN 2.7 MILLION US DOLLARS OF PR VALUE.ON APRIL 16TH 2015, THE REAL-SIZE ADVERTISEMENT SET A GUINNESS WORLD RECORDS® TITLE FOR THE LARGEST NEWSPAPER INSERT ADVERTISING (2.77 M²).