| Title | CORNERING ECSTASY |
| Brand | TOYOTA MARKETING JAPAN |
| Product / Service | TOYOTA 86 |
| Category | B02. Consumer Products |
| 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 |
We succeeded to make the image of driving a sports car more exciting. The like ability rating of TOYOTA 86 increased to 65% after perfuming this strategy. The number of people who want to drive a sports car on a mountain pass increased to 64%. We succeeded to make the image of driving a sports car more exciting.
We created the first ever outdoor media that the user generated content is automatically generated and exported. "CORNERING ECSTASY -THE SENSOR CONTROLLED SHOOTING SYSTEM-" Challenge: Developing a new outdoor media designed for TOYOTA 86. Idea: Recording the thrill the driver experiences when driving TOYOTA 86. Execution: Time-slice images of drivers as the TOYOTA 86 turns into corners.
TOYOTA released a new sports car, TOYOTA 86. However there is no sports car culture in Japan. So we have to manage to activate Japanese sports car culture.