| Title | TOILET BIKE NEO |
| Brand | TOTO |
| Product / Service | ECO-BRAND AWARENESS |
| Category | A08. Best Use or Integration of Offline Media such as Print, Outdoor, etc. |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| Contributing Company: | DENTSU Tokyo, JAPAN |
| Contributing Company: | PARTY Tokyo, JAPAN |
| 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 |
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.
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 .