| Title | FORTUNE POWER ROAD |
| Brand | TOYOTA MOTOR |
| Product / Service | TOYOTA SOCIAL APP AWARD |
| Category | A02. Mobile Applications and other Downloadable Tools |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| Advertising Agency: | DENTSU Tokyo, JAPAN |
| 2nd Advertising Agency: | TOYOTA MARKETING JAPAN CORPORATION Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yoshiharu Kiba | Toyota Marketing Japan Corporation | Executive Creative Director |
| Yusuke Shimano | Dentsu | Creative Director/Copywriter |
| Shunsuke Baba | Dentsu | Creative Director/Copywriter |
| Yuki Ohtsu | Dentsu | Copywriter |
| Yusuke Koyanagi | Dentsu | Art Director |
| Hideki Sugimasa | Kayac Inc. | Digital Director |
| Hideaki Kobayashi | Taki Corporation | Design Director |
| Ayumi Kawakami | Toyota Marketing Japan Corporation | Account Director |
| Stella Kaoruko | Fortune Lab. Inc. | Fortune Consultant |
| Hiroyuki Kumasaki | Fortune Lab. Inc. | Fortuneup Planner |
| Emi Muto | Fortune Lab. Inc. | Fortuneup Planner |
| Kojiro Goto | Fortune Lab. Inc. | Programmer |
| Kojiro Seo | Kayac Inc. | Creative Technologist |
| Megumi Ueno | Dance Not Act | Film Director |
| Hiroki Nakasone | Dance Not Act | Film Producer |
| Yuka Nakano | Dance Not Act | Film Producer |
| Takeru Ishikawa | Freelance | Sound Designer |
| Akira Tanaka | Freelance | Editor/Director Of Photography |
| Kazuhiro Hashimoto | Kayac Inc. | Digital Designer |
| Kaori Umewaki | Dance Not Act | Animator |
-CHALLENGE "SAVE THE CAR"- Number of young people who are interested in cars is decreasing in Japan.We wanted the young people to give a driving chance and realize the fun and pleasure of driving by a new method. -SOLUTION We developed ”the world’s first LUCKY car navigation system” that gives you more luck as you drive. It finds a driving partner from your facebook friends who can give you most luck on that day.It also tells you the luckiest route to reach your destination.If you follows this navigation and reaches the destination, you can receive a fortune advice and get even more luckier. By combining astrology with driving, we changed a car from a transportation device into a fortune item which can give you and your friends and partners more luck. -RESULT This app was a big hit to the Japanese nation who loves fortune-telling and checks their daily fortune on TV every morning.It had more than 150 media coverage and became No.1 downloaded app in the lifestyle category. Because of this app, the number of men asking girls out for a drive increased drastically. We succeeded in creating a whole new driving experience for the young generations.