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.
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