Cannes Lions

Unkai NAVI

HAKUHODO INC., Tokyo / MITSUBISHI / 2018

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

Produce a [Unkai NAVI] using AI weather data, a service that alerts drivers of the probability of [Unkai] appearance. Analyze 3D geographic data with temperature, humidity, air pressure and wind factors (power/direction) in Japan, and with AI (Artificial Intelligence) simulates 30 places nationwide where UNKAIs will appear. This service will navigate routes by car to nearest [Unkai] observation spot. Furthermore, this comes with a social learning function that improves forecast accuracy by receiving good and bad feedback from those that actually went looking for the [Unkai]. With the [Unkai NAVI] and smart phone location info it will automatically generate web banners and post the areas that have a 60% or more chance of UNKAI appearance, so drivers receive timely info while driving their car.

Execution

Change consumer behavior to drive specifically to see the *[Unkai]. Normally an Unkai which is a natural phenomenon is not predictable. However, by utilizing forecast + land location data, it can forecast the encounter ratio of its appearance. Succeed in creating a new motivation to drive by using big data like the forecast system.

*Unkai is a sea of clouds.

Outcome

The [Unkai NAVI] was picked up by various news media, worth over 400 Million. Inquiries from various regions with [Unkai] spots poured in. A total of 35 municipals introduced The [Unkai NAVI] that simultaneously acted as PR for Mitsubishi Motors. As a result, The [Unkai NAVI] was used by over 430,000 users.

Similar Campaigns

12 items

Box Car

REVOLVER, Sydney

Box Car

2022, TOYOTA

(opens in a new tab)