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2011 One Show - Interactive

Engine-driven free kicker "Castrol Ichi-GO"

Agency Ogilvy & Mather Japan / Tokyo

Client BP Castrol K.K.

Category

Interactive Advertising / Environmental / Experiential - Campaign

URL

Click to launch  

Annual ID

11216N

About the Work

-Breaking Through with the World's Most Unusual Football Invention! Castrol's brief was to utilize its 2010 FIFA World Cup sponsorship to boost its brand awareness in Japan. However, we faced some key challenges: -First, Castrol is brand awareness in Japan is only one-third of its awareness in Europe -Second, the popularity of football in Japan was the lowest in the past 16 years -Lastly, we had no media budget It was clear than an ordinary plan wouldn't suffice: we had to do something truly extraordinary to break through the enormous clutter of other World Cup sponsorship campaigns and interest car owners in their 30's-40's, who are indifferent about automobile maintenance. Given the lack of a media budget, our strategy had to be bold. So, contrary to common logic, we suggested that Castrol Japan develop something the world had never seen before (and which we weren't entirely sure could be done). The strategy was to utilize online buzz about the development of our invention to help generate hundreds of millions of Yen worth of free media exposure. While breaking through the sponsorship clutter, our idea also had to connect Castrol with football - not the easiest connection! The creative solution was the development of Castrol Ichi-GO - an engine-powered free-kick machine that aimed to generate the world's fastest free kick at a speed of over 200 kilometers/ hour. This invention aimed to generate interest while demonstrating Castrol's performance capability in a way that would interest football fans. The multi-month development of Castrol Ichi-GO was shared real-time on the project website. During this period, various social media were used to spread the buzz. Upon its completion, Castrol Ichi-GO was unveiled and demonstrated its free kick performance at a public showing that was mobbed by consumers and the press. Castrol Ichi-GO even received a Guinness World Record for the world's fastest officially recorded kick. The project was covered in over 150 Japanese media, with a resulting media value (in Japan alone) worth 500 million yen. Google had 8 million hits. Castrol Ichi-GO also received enormous media coverage around the world, with news coverage in over 80 countries. We also received many offers from national/foreign TV, professional football matches, special events for football supporters and exhibitions at the Toyota showroom. Castrol Ichi-GO is a demonstration that bold, innovative ideas generate human interest - the essence of online buzz. By breaking the mould, Castrol Ichi-Go created millions of dollars of value with literally no budget, while creating an effective sponsorship connection that truly stood out from the rest.

2011 Awards

Total Points: 5

Merit
View Jury

Credits

Production Company

Kogoro Kurata
Yusuke Kitani
Takako Narumi
Kentaro Tsubouchi
Chika Tsukamoto

Art Director

Kaori Mochizuki

Creative Director

Akihito Abe

Designer

Atsushi Hashimoto

Programmer

Tadakazu Oda

Writer

Satoko Takada

Agency Producer

Natsuko Shimizu
Genjiro Wakayama

Content Strategist

Nobuhisa Ishizuka

Digital Artist / Multimedia

Kazuki Nakata
Satoshi Shinjin

Music / Sound

Shojiro Nakaoka
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Related Awards

Honda Loves You Back
The Creators Project

 

 

 

 

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