In Japan people are rapidly moving away from TV. The reason for this is the emergence of interactive web contents. People are able to freely choose the contents and have become stimulated about participating in online branded entertainment. Under such difficult circumstance, it has become a matter of great urgency for TV stations and advertisers, the clients, to develop new entertainment contents.

The entire series of X-TECH GEAR was inspired by the advanced technologies actually used in the all-new X-Trail, enabling the targets to intuitively experience them directly in their X-treme sports world. By taking what we wanted to highlight about the brand and communicating it through what the targets love the most, we succeeded in engaging them with X-TRAIL`s advanced technologies in an unexpected and most ‘intimate’ way.

The super difficult campaign that never before existed stirred excitement among the people. There was a rush of 640,000 accessed and 340,000 people participated in the quiz. The participants exchanged information through SNS in search of clues. And it generated a buzz dominating high ranking trend words both in Google and Twitter.

As a result, we were able to fund the most intelligent person in Japan, and made this person a driver, who symbolizes the all-new X-TRAIL. Furthermore, it was evaluated highly as a TV program and was nominated for the International Emmy Awards.