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.