Titanium > Titanium and Integrated
CONNECTING LIFELINES
DENTSU, Tokyo / HONDA / 2012
Awards:
Overview
Credits
Overview
CampaignDescription
Background:March 11, 2011. Northeastern Japan is rocked by a massive earthquake and tsunami. 20,000 people are reported dead or missing. Many roads are cut off. Traffic in and out of the region grinds to a complete halt.Challenge:During this unprecedented disaster, how do you deliver rescue workers, heavy equipment, and desperately needed supplies such as water, food, clothing, and blankets?Solution:March 12, 10:30 am. Honda's Internavi navigation system identifies the roads that remained intact based on 3G network traffic analysis - the first to do so, and only 20 hours after the disaster.
Internavi closely tracked traffic conditions, and the following information was publicised in the form of an easy-to-understand visual map:- Roads that had been used since the disaster - Roads that had not been used in the last 24 hours - Roads that had remained open continuously
Effectiveness
In 1 year, membership increased 120%, and usage jumped 200％.Through Honda’s speedy and timely response, the Internavi data was made accessible to the public efficiently and effectively, allowing deliveries to reach the affected area.Internavi’s realtime data collection and distribution proved very useful to the citizens of Japan during the disaster.
Implementation
After releasing the road data through the web, Internavi data became so useful that it was widely spread organically on numerous SNS platforms.
The application of the Internavi data was stretched when the data was used in Google’s speedy launch of the Google Crisis Response page. This Internavi-fuelled page became an unmatched information source for a Japan in crisis.At the Tokyo Motor Show and the other events, Honda showed just how the network of roads in and out of the affected areas continued to support relief efforts.Internavi continuously tracked both the ever-changing road conditions throughout Japan and the state of recovery work following the disaster. Internavi contributed to rebuilding efforts by literally showing the road to recovery.
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