Title | BIOLOGY OF FJ |
Brand | TOYOTA MOTOR CORPORATION |
Product / Service | FJ CRUISER |
Entrant | TOYOTA MARKETING JAPAN Nagoya, JAPAN |
Entrant Company: | TOYOTA MARKETING JAPAN Nagoya, JAPAN |
Advertising Agency: | TOYOTA MARKETING JAPAN Nagoya, JAPAN |
Name | Company | Position |
---|---|---|
fuminori_kataoka | Japan | Marketing Directer |
shintaro_kawasaki | Japan | creative director |
noriko_tsunoda | Japan | art director |
hisako_nagashima | Japan | media planner |
masahiro_ishizuka | Japan | promortion planner |
iwao_yokojima | Japan | promortion planner |
yoshimitsu_miyanaga | Japan | promortion planner |
kyouichi_ookawa | Japan | researcher |
sae_yarimizu | Japan | art director |
kiwamu_matsubara | Japan | marketing planner |
Manabu Ito | Japan | marketing planner |
In recent years, young people in Japan are separating themselves more and more from cars, which is furthermore driven by the fact of increasing herbivore men. Especially in those difficult circumstances Toyota decided to release a real man’s SUV named “FJ Cruiser”. The task was to capture the heart of young herbivore men. To accomplish that mission, we totally stopped referring the product as a car, because of his adorable front grid, poppy color and unique style. We structured the campaign as “FJ Cruiser=A small animal (like a pet)”, to make our main target feel more accessible to it. Very unlikely for a car manufacturer.
As a result,FJ Cruiser has acquired “Unique” and “Fashionable” images as a result of the campaign. Succeeded in bringing young people in at 20~30s, who haven’t turned to Toyota. Moreover, we were able to net free publicity worth more then 100 million yen (= 1 mil. Dollars) And the sales were 5 times higher then our expected figure.
We made an original movie called ”Biology of FJ” , which simulated the FJ Cruiser as an animal. Performance and function were explained in a biological way. And derivations of the FJ Cruiser were presented as different breeds. We handed out press-kits as part of PR, including a teaser DVD of the movie at the new-car-release exhibition. We added AR marks onto print advertisement redirecting to smart phone applications, with the function of streaming the movie. We followed it up and produced visual dictionaries and actually sold them in bookstores with additional in store promotions. We also changed a famous café in the middle of the fashion district into “FJ café”, with visual promotions, goods and even an original FJ menu. We gave out limited FJ Cruiser made out of bricks, which got premium on auctions sites.