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Category

Award

OMOIYARI BALLOON

ClientNISSAN MOTOR
ProductNISSAN MOTORS
EntrantTBWA\HAKUHODO Tokyo, JAPAN
Type of EntryIntegrated
TitleOMOIYARI BALLOON
Product/ServiceNISSAN MOTORS
Entrant Company:TBWA\HAKUHODO Tokyo, JAPAN
Advertising Agency:TBWA\HAKUHODO Tokyo, JAPAN
Credits
Name Company Position
Minoru FUJII TBWA/HAKUHODO Inc. Executive Creative Director
Hidenori MIYOSHI TBWA/HAKUHODO Inc. Senior Account Director
Mineo MORI TBWA/HAKUHODO Inc. Producer
Atsushi MUROI Hakuhodo Inc. Creative Director

Describe the campaign/entry:

With the relocation of the Nissan headquarters, Nissan promoted it's social action activities to the people of Yokohama, building a bridge of trust between the public and Nissan.

Give some idea of how successful this campaign/entry was with both client and consumer:

Messages to encourage Nissan posted into the balloons by local elementary school students were delivered to Nissan employees. The messages pasted on Nissan’s internal envelopes were passed on from one employee to another or one employee’s desk to another. One envelope made its rounds internally in the company to reach 90 people. A total of 300 envelopes were passed on among 27,000 employees. This generated emotional tied between the local students and Nissan employees.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

the project was covered by 9 newspapers and 44 TV programs. As well as the space was shown in various art/architecture/interior magazines and website worldwide(Inflatable Architecture & Design -SPAIN- , DOMUS -ITALY- , Mix -UK- , Perspective -HONG KONG- , SW Fit Magazine -MEXICO- , Plan Magazine -IRELAND- , ArchiTech -AZERBAIJAN- , AXIS -JAPAN- , New Architecture -JAPAN- , New Shop Architecture -JAPAN-).