| Title | AQUA SOCIAL FES!! |
| Brand | TOYOTA MARKETING JAPAN |
| Product / Service | AQUA |
| 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 the hybrid AQUA, the most fuel-efficient car in the world. Its goal was to overtake the Prius and become the number one selling car in Japan. We thought that the most environmentally friendly car should have the most environmentally friendly advertising campaign. Therefore, we created the "AQUA SOCIAL FES!!" which is a platform that involves people from all over Japan to clean up water areas (rivers, beaches etc). We created a platform that enabled people from all over Japan to participate. What's important is that this campaign is not a CSR project, nor is it "cause marketing." You can participate without having to buy the product, but the results of the campaign are used for advertising. Its a model that enables the environment to improve, the more the car sells.
How did it help our client? Many people supported AQUA's vision, and its sales overtook the then number one PRIUS, and became the number one selling car in Japan. "AQUA SOCIAL FES!!"gained 11,533 participants. Their average age: 29.5. The campaign appeared on TV 41 times, and was written about in 47 newspapers 666 times, in 15 magazines, and in the web 63 times in a total of 332 types of media. How did it help our consumers? The younger generation, who according to our research, 82% of are eager to participate in environmental activities, participated in these events, and were very satisfied. Various environmental groups were able to gain more participants. Many rivers and beaches were cleaned up, and people became more environmentally conscious.
We made a website where you can view the activities taking place all throughout Japan. In addition, we made it possible to apply for participation through car dealerships. The news of the world's most environmentally friendly car and the world's most environmentally friendly ad-campaign spread quickly. Especially, many local newspapers, who were conscious of the environmental problems their regions faced, helped by writing many artticles about our campaign. After one year, we completed activities in 131 areas, and we plan to continue next year as well.