Title | CORNERING ECSTASY |
Brand | TOYOTA MARKETING JAPAN |
Product / Service | TOYOTA 86 |
Category | B03. Consumer Services |
Entrant | HAKUHODO KETTLE Tokyo, JAPAN |
Entrant Company | HAKUHODO KETTLE Tokyo, JAPAN |
Advertising Agency | HAKUHODO KETTLE Tokyo, JAPAN |
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 Japan | Executive Creative Director |
TOYOTA released a new sports car, TOYOTA 86. However, because we have just started, we do not have our brand fans as other sports car brands have. So the objective is that we make our sports car fans with high royalty.
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.
We offered the ideal service for all sports car fans to TOYOTA 86 owners. "CORNERING ECSTASY -THE SENSOR CONTROLLED SHOOTING SYSTEM-"
Results 1. TOYOTA 86 owners became more royal than other competitive brands' owners are. 2. The number of TOYOTA 86 fun marked up to 217 million from zero. 3. TOYOTA became the NO.1 sports car manufacture for the first time in its history.