TOILET BIKE NEO

TitleTOILET BIKE NEO
ClientTOTO
Product / ServiceECO-BRAND AWARENESS
CategoryA08. Best Use or Integration of Offline Media such as Print, Outdoor, etc.
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Contributing Company:DENTSU Tokyo, JAPAN
Contributing Company:PARTY Tokyo, JAPAN

The Campaign

In Japan, Branded Entertainment is seen quite frequently these days such as; entertaining contents featuring celebrities and/or special movies or contents made to expand the world of original commercial messages.

Results

For the long-established and one of the foremost toilet product maker, travelling 1,400km in 28 days on a poop-powered bike was definately a novel challenge. The purpose was to promote TOTO's CO2 reduction activity by caravanning its showrooms all over Japan on this extraordinary, humorous and eco-friendly bike which is capable of running without gasoline. As a result, poop-powered bike completed the full distance, 14,000km in 28 days and TOTO's eco-friendly acitvity became widely spread throughout Japan with many laughter in the most ec0-friendly way, gaining 600,000 web page views and over 4,500 tweets in a month with more than 500 people actually strradling the bike.

During the 1,400km promotion caravan, people along the streets and in the oncoming cars were simply caught by the extraordinary spectacle. The scenes were updated on Blogs and SNS. Its website's page views reachd 600,000 for the first month after the launch and exceeded over 4,500 tweets. More than 500 people got a chance to actually straDdle the bike.

Its website's page views reachd 600,000 for the first month after the launch and exceeded over 4,500 tweets. More than 500 people got a chance to strradle the bike and more than 3,000 people have atcually participated in a campaign .

Credits

Name Company Position
Yoshimitsu Sawamoto Dentsu Inc. Executive Creative Director
Hiroki Nakamura Party Inc. Creative Director
Junichi Harima Dentsu Inc. Creative Director/Copywriter
Sohei Okano Dentsu Inc. Creative Director/Copywriter
Noriaki Onoe Dentsu Inc. Copywriter/Planner/Illustrator
Tsubasa Adachi Dentsu Inc. Art Director
Kentaro Sagara Dentsu Inc. Art Director/Typographer
Tomonobu Yamazumi Dentsu Inc. Producer
So Moriyama Dentsu Inc. Producer
Tatsuyoshi Umezawa Dentsu Inc. Account Manager
Miyuki Tsuya Dentsu Inc. Account Manager
Seiichi Saito Rhizomatiks Co./Ltd. Digital Production
Akira Fujimoto Dgn Digital Production
Masanobu Ishii Kaibutsu Illustrator
Emi Kubota Dentsu Inc. Illustrator
Irochika Horiuchi Dentsu Inc. Illustrator
Fujio Fujii Dentsu Inc. Illustrator
Tomoko Takeda Dentsu Inc. Illustrator
Kimiko Sekido Dentsu Inc. Illustrator
Nao Hirano Dentsu Inc. Illustrator