Title | TOYOTA CITY RAIDERS |
Brand | TOYOTA TAIWAN |
Product / Service | TOYOTA FACEBOOK |
Category | A03. Cars & Automotive |
Entrant | E21 MAGICMEDIA, CHINESE TAIPEI |
Advertising Agency | CATCH AD Taipei, CHINESE TAIPEI |
PR Agency | E21 MAGICMEDIA, CHINESE TAIPEI |
Entrant Company | E21 MAGICMEDIA, CHINESE TAIPEI |
Name | Company | Position |
---|---|---|
Marinne Chuang | Catchad/Co. | Programmer |
Hank Tsai | Catchad/Co. | Flash Programmer |
Jessin Lin | Catchad/Co. | Designer |
Yuris Lee | Catchad/Co. | Planner |
Isaac Chuang | Catchad/Co. | Director |
Emma Hsu | E21 Magicmedia/Co | Agency Producer |
Sammi Hsu | E21 Magicmedia/Co | Department Manager |
Phoebe Chen | E21 Magicmedia/Co | Department Manager |
Yichen Yang | E21 Magicmedia/Co | Creative Director |
The Challenge: TOYOTA has the #1 market share in Taiwan. However, the average age of TOYOTA owners, at about 35, is slightly higher than the market age. We need to shape the image of the TOYOTA brand as innovative and energetic to attract potential owners under 30. The Solution: Young people love entertainment. They are curious and love to explore the city. Therefore, based on the fact that they are savvy in gaming and electronic maps,we transform the entire city into a gaming scene,to let them experience the fun of driving a TOYOTA.