In Japan, young people stopped buying cars. They now they spend their money on mobile phones to communicate with friends. To foster brand loyalty to Honda, and to remind young people of the joy of mobility, we launched a new mobile community application K-TRA (Ke-tai Traveller). K-TRA changed mobile phones into a vehicles. Players have their own 'movatar' (mobile avatar), and it hitchhikes on the mobile phones of other people. The movatars travel around Japan riding someone's mobile phone, collecting souvenirs and talking with other players. Sometimes movatars send emails to the owners about their activities. Using K-TRA, people experienced the joy of mobility and wanted to 'move' more to lift movatars.
Ke-tai Traveler "K-TRA" -
Mobile Marketing / Mobile Marketing
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Creative Director
Yasuharu Sasaki
Hirozumi Takakusaki -
Mobile Developer
Minoru Araki
Shozo Okada -
Art Director
Yusuke Kitani -
Mobile Copywriter
Hiroshi Koike -
Mobile Designer
Rie Fujinaka -
Game Designer
Keiichi Tozaki -
Advertising Agency
Dentsu -
Producer
Morihiro Harano
Toshifumi Oiso
Takashi Omori -
Brand Manager
Chie Muranaka -
Client
Honda Motor
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