Honda Smile Mission is a daily radio show where a reporter travels all over Japan on a car named Petiteco introducing each area of Japan.
Currently, the listeners are limited to those who commute by car. Our mission was to find a way to increase communication and interaction with more people, and attract interest to capture new listeners.
We turned the show's equipment car, into a car radio-personality who can talk by itself!
Only a week after the launch, this car radio-personality became a huge topic in Japan, being featured on TV, newspapers, internet, huge spread out on SNS sites… it even got invited to be a guest at rock festivals.
In less than a month, the number of visitors to the show’s website increased 10 times and was more than 2 million people. We gained many new listeners!