Sony Assurance: Odometer Lottery

Credits & Description:

Media: Ambient

Category: Financial services

Agency: Frontage

Brand: Sony Assurance

Geo: Asia, Japan

Sony Assurance wanted to increase drivers’ awareness of the distance their cars have traveled. Its major selling point is that they base their auto insurance fees solely on km traveled. However, most drivers never care of total distance they have driven.



Idea: Lottery game

(1) Take a photo of your car’s odometer with a smartphone.

(2) Enter and upload the photo and the number of km to a dedicated Facebook page.

The number on your odometer becomes the lottery number. Until the winning lottery numbers are announced on YouTube and the Facebook wall, you constantly think of your odometer number.



The campaign was held during Bon festival, a time Japanese drive back to their hometowns. Just with an announcement on a Facebook page, in just 3 weeks, 14,887 people visited the website, 546 people entered the draw. Users had fun and became more aware of the distance traveled.



Advertising Agency: Frontage Inc., Tokyo, Japan

Creative Directors: Shogo Mutagamihigashi, Shiro Ueshima

Copywriter: Shiro Ueshima

Art Director: Kei Kawakami / asobi graphic

Planners: Shogo Mutagamihigashi, Shiro Ueshima

Agency Producer: Koichi Minami

Account Executive: Masaru Hagiwara

Illustrator: Takumi Yoza

Released: August 2012