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New Blood Entry — Matthew Ho, Brian Lim

Award: Nomination

Digital Advertising / 2013

Yamaha is celebrating 125 years of passion and performance. The objective was to generate global brand awareness for Yamaha's full range of products amongst passionate amateur musicians and riders. What exactly do they have in common? They practice. The more passionate you are at something, the more likely you are to practice for it. With this in mind, we came up with the Yamaha Passion Auction, an auction with a twist. Instead of money, amateur musicians and riders bid for Yamaha products with their passion. How? A catalogue of Yamaha's products will be put on the auction microsite, where bidders bid by uploading videos of themselves practicing with the respective types of products. For example, those bidding for a Yamaha piano would require footage of themselves playing the piano, while bike bidders would have to upload videos of themselves riding. Bidders can upload as many videos as they want to. The longer the combined duration of their videos, the higher their bid. The auction closes when the total duration of all videos uploaded reaches 125 years, signifying Yamaha's 125 years of passion and performance. Each top bidder will win the product they've bid for, and the top five bidders overall are awarded for their passion with scholarships at music or riding schools. A month before the auction, traditional media ads and banner ads placed on correlative sites will generate buzz for the event. After the auction begins, anyone can visit the microsite to view and share the uploaded videos, whether for tips or inspiration. This goes along with the company's philosophy of 'Kando' and inspiring others. Through the Yamaha Passion Auction, Yamaha will successfully generate global brand awareness for its products and reinforce its values of passion, performance and inspiration.

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