| Title | BIOLOGY OF FJ |
| Brand | TOYOTA MOTOR CORPORATION |
| Product / Service | AUTOMOBILE |
| Category | C01. Integrated Campaign Led by Promo & Activation |
| Entrant | TOYOTA MARKETING JAPAN Nagoya, JAPAN |
| Entrant Company: | TOYOTA MARKETING JAPAN Nagoya, JAPAN |
| Sales Promotion/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 |
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 , to make our main target feel more accessible to it. Very unlikely for a car manufacturer.
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. We added AR marks onto print advertisement.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”,We gave out limited FJ Cruiser made out of bricks
Give some idea of how successful this campaign/entry was with both client and consumer. 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.
The campaign the same as the current doesn't pass to the young person who is doing the television parting. The young person has the characteristic told the companion to find the thing that exists in our senses. We prepared contents thought to be interesting the young person.Moreover, contents were put on the place that the young person would touch. For instance, toy etc. favorite of cafe, bookstore, and young person in popular town among the Internet and young person