With Sony Assurance basing their auto insurance rates on the number of kilometers that their customers drive, they along with ad agency Frontage Inc. came up with a contest idea to make Japanese drivers more aware of the distance that they travel.
The Odometer Lottery was launched in August 2012 during the Bon festival, an annual tradition when Japanese make the journey back to their hometown to visit family.
To enter the contest, drivers simply took a picture of their odometer reading and uploaded it to an app on the company’s Facebook page.
Grand prize was a JTB travel gift worth 30000 yen with 50 second prizes of 2000 Amazon gift vouchers. In 3 weeks, the contest site had 14,887 visits and 546 entrants.
[via Ads of the World]