CORNERING ECSTASY

TitleCORNERING ECSTASY
ClientTOYOTA MARKETING JAPAN
Product / ServiceTOYOTA 86
CategoryA04. Best Use or Integration of User-Generated Content
EntrantHAKUHODO KETTLE Tokyo, JAPAN
Entrant Company HAKUHODO KETTLE Tokyo, JAPAN
Contributing Company HAKUHODO KETTLE Tokyo, JAPAN
Production Company ROCK'N ROLL JAPAN Tokyo, JAPAN

The Campaign

The current situation around Branded Entertainment in Japan. There are so many characters which were made with clients. There are so many apps which were made with clients. There are so many games which were made with clients.

Results

TOYOTA released a new sports car, TOYOTA 86. However there is no sports car story to attract people and evoke their interest. How should we make them know pleasure of driving a sports car. We Visualized the driver's exciting experience and delivered the video as the most exciting story. "CORNERING ECSTASY -THE SENSOR CONTROLLED SHOOTING SYSTEM-" Challenge: Developing a new service platform designed for TOYOTA 86. Idea: Recording the thrill the driver experiences when driving TOYOTA 86. Execution: Time-slice images of drivers as the TOYOTA 86 turns into corners. Results: 1. The movie showing the delight of driving a sports car become branded content and was distributed to the public. 2. The number of people who desire to have a sports car reached 53%. 3. TOYOTA became the NO.1 sports car manufacture for the first time in its history.

We Visualized the driver's exciting experience and delivered the video as the most exciting story. Recording the thrill the driver experiences when driving the TOYOTA 86. We have created a system to spread out the stylish and exciting characteristic of a sports car. One of most exciting moments when driving a sports car is turning a corner with absolute precision and perfect control. If such a moment can be captured and recorded, the driver can relive that moment again and again. We developed "Cornering Ecstasy". It is a sensor-controlled camera system to record sequential shots of the driver turning a corner.

Drivers(= consumers) could show their exciting moments of driving and clients could make sports car story to attract people and evoke their interest. Statistical Results 1. The movie showing the delight of driving a sports car become branded content and was distributed to the public. 2. The number of people who desire to have a sports car reached 53%. 3. TOYOTA became the NO.1 sports car manufacture for the first time in its history.

Credits

Name Company Position
Kensaku Kakimoto Office-Saku Director/Editor
Yohei Kawasaki Rock'n Roll/Japan K.k. Producer
Atsuki Yukawa Rock'n Roll/Japan K.k. Executive Producer
Kensuke Sembo Nuuo Interactive Planner
Tomohiko Hayashi Nuuo Interactive Planner
Ryunosuke Goto Hakuhodo Pr Planner
Hideaki Oki Hakuhodo Kettle Copy Writer
Ikuko Ota Hakuhodo Kettle Copy Writer
Kentaro Kimura Hakuhodo Kettle Creative Director
Yoshiharu Kiba Hakuhodo/Toyota Marketing Executive Creative Director