| Title | PRIUS COLORING PROJECT |
| Brand | TOYOTA |
| Product / Service | PRIUS |
| Entrant | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Entrant Company: | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Advertising Agency: | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Makoto Nagata | Delphys Inc. | Executive Creative Director |
| Kenji Suzuki | Delphys Inc. | Creative Director |
| Mikio Asaoka | Delphys Inc. | Project Manager |
| Yasunori Teramura | Delphys Inc. | Planner/Copy Writer |
| Takamasa Sunami | Delphys Inc. | Art Director |
| Maiko Suzuki | Delphys Inc. | Planner/Copy Writer |
| Katsumi Miura | Delphys Inc. | Account Manager |
| Jun Tanaka | Delphys Inc. | Account Manager |
| Natsuko Ishii | Delphys Inc. | Account Manager |
| Michiko Inoue | Tohokushinsha Film Corporation | Producer |
| Yohei Oguri | Tohokushinsha Film Corporation | Director |
| Yohei Matsuda | Tohokushinsha Film Corporation | Production Manager |
| Emi Meyer | Musician/Singer | |
| Hidefumi Watanabe | Mr.music Inc. | Music Producer |
| Hiroyuki Hayashida | Linda Inc. | Cg Director |
| Hiroyuki Nakamura | Tohokushinsha Film Corporation | Editor |
| Katsuya Ohta | Omnibus Japan Inc. | Editor |
In cities across Japan, PRIUS launched a campaign event that people drew their own imaginary sceneries by coloring in pictures. Participants colored frames of an animated sequence we had prepared in advance. Then, we edited the frames together to produce an animation. While the animation includes landmarks from different regions of Japan to emphasize the characteristics of each region, pictures were edited into a long, winding road where PRIUS car is seen driving along the road and were made into to a sequence commercial. The picture coloring events across Japan were introduced on campaign website one after the other. More than 21,737 pictures that participants drew were scanned and uploaded to the web page. Also, visitors could share their favorite pictures on Facebook.
Number of pictures gathered from all over the county was 21,737 pictures (April 30th, 2012). Results from research after the campaign - Sympathy for the principle of the brand: 66.7%→78.9% =12.2%UP - Favorable rating for the principle of the brand: 59.7％→70.0％＝10.3％ＵＰ - Interests: 54.1→67.2 =13.1%UP - Intention to buy the car: 54.1→67.2 =13.1%
October, 2011: - A closed coloring-in event took place in Tokyo. November, 2011: - TVCM that consists of pictures from the previous coloring-in event was broadcasted and tried to gather participants for the next nationwide event. January & February, 2012: - Coloring-in events took place in TOYOTA dealers all over Japan (app.5000 dealers) and in shopping malls in 7 districts. - Events in shopping malls were posted on a special website. March, 2012 - Among the total pictures gathered, selection was made to produce a TV commercial. - The selection stage was also posted on the special website. May, 2012: - TVCM was on the air. This consists of selected pictures and were edited into a long winding road that PRIUS car is seen driving. - 21,737 pictures that participants drew were uploaded to the web page. Also, visitors could share their favorite pictures on Facebook.