CORNERING ECSTASY

TitleCORNERING ECSTASY
BrandTOYOTA MARKETING JAPAN
Product / ServiceTOYOTA 86
CategoryB03. Consumer Services
EntrantHAKUHODO KETTLE Tokyo, JAPAN
Entrant Company HAKUHODO KETTLE Tokyo, JAPAN
Advertising Agency HAKUHODO KETTLE Tokyo, JAPAN

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 Japan Executive Creative Director

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

We offered the ideal service for all sports car fans to TOYOTA 86 owners. "CORNERING ECSTASY -THE SENSOR CONTROLLED SHOOTING SYSTEM-"

Results

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.