| Title | AQUA SOCIAL FES!! |
| Brand | TOYOTA MARKETING JAPAN |
| Product / Service | AQUA |
| Category | B02. Consumer Products |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Takayuki Tobikawa | Dentsu Inc. | Account Executive |
| Shinji Takada | Dentsu Inc. | Account Executive |
| Tetsuya Sakurai | Dentsu Inc. | Account Director |
| Hitoshi Hamaguchi | Dentsu Inc. | Agency Producer |
| Mizuho Hiruta | Dentsu Inc. | Copywriter |
| Takuya Isojima | Dentsu Inc. | Copywriter |
| Akihiro Negishi | Dentsu Inc. | Art Director |
| Takayuki Nakajima | Dentsu Inc. | Art Director |
| Noriaki Onoe | Dentsu Inc. | Planner |
| Kenta Nakagawa | Dentsu Inc. | Planner |
| Masahiko Okabe | Dentsu Inc. | Planner |
| Takuya Fujita | Dentsu Inc. | Promotion Planner |
| Go Kashina | Dentsu Inc. | Promotion Director |
| Shinichiro Fujimoto | Dentsu Inc. | Producer |
| Ryo Komoto | Dentsu Inc. | Producer |
| Yusaku Moriuchi | Dentsu Inc. | Producer |
| Kazuhiro Shimura | Dentsu Inc. | Strategist |
| Ikuko Kaneda | Dentsu Inc. | Strategist |
| Yosuke Mamiya | Dentsu Inc. | Strategist |
| Yuki Kishi | Dentsu Inc. | Creative Director |
Toyota released AQUA, the world’s most fuel-efficient hybrid car. The mission is to overtake Prius, and become the best selling car in Japan. We thought that the best campaign for the world’s most eco-friendly car should also be the world’s most eco-friendly campaign.
The designated targets were the young generation with almost no interest in cars. Their eco-mind was very high and are willing to participate in (65.1% of ppl) the environment activity. Thanks to the product of the world’s most eco-friendly car, we could have done this project successfully. As a result, AQUA’s core concept has successfully gained empathy, and AQUA became the most selling car: a position which PRIUS dominated for consecutive months previously.
“AQUA SOCIAL FES!!” : this platform enables people from all over Japan to participate in activities to preserve the environment. People can apply from any dealership that retails AQUA. Thanks to this system, the dealership which was previously a mere place to retail cars transformed into a hub that brings a more beautiful neighbor.
We are honored to receive the award by Minister of Economy for the activity of making the future. AQUA SOCIAL FES!! Total Counts of Events: 131 times. Total Participants: 11533ppl. Average age: 28.5. TV exposure: 41 programs. Newspaper Coverage: 666 times in 47 presses. Magazine Coverage: 15 times. Web Coverage: 63 times in 332 media. Total amount of trash collected more than 31t. Number of planted green: Approx. 30000. Japanese waterfront is obviously getting back its beauty and we expect this activity to last for the next few years.