Title | CORNERING ECSTASY |
Brand | TOYOTA MARKETING JAPAN |
Product / Service | TOYOTA 86 |
Category | A01. Best Use of Digital PR |
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, TOYOTA86. However, people think that sports cars are old and boring in Japan. We challenged to change this belief of sports car to cool and exciting. We have created a system to spread out the stylish and exciting characteristic of a sports car. "CORNERING ECSTASY -THE SENSOR CONTROLLED SHOOTING SYSTEM-" Challenge: Developing a new service platform 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. Results: 1. We succeeded to make the idea of a sports car more attracting. 2. The idea, "a sports car is exciting", increased by 40%. 3. The number of those who are more interested in a sports car also increased to 78% 4. Japanese sports car market grew by 300%
People think that sports cars are old and boring in Japan. We challenged to change this belief of sports car to cool and exciting. We have created a system to spread out the stylish and exciting characteristic of a sports car.
Results: 1. We succeeded to make the idea of a sports car more attracting. 2. The idea, "a sports car is exciting", increased by 40%. 3. The number of those who are more interested in a sports car also increased to 78% 4. Japanese sports car market grew by 300%
Recording the thrill the driver experiences when driving the TOYOTA 86. 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. Time-slice images of the driver as the TOYOTA 86 turns into corners. Two places where sports car fans love driving are on circuits and winding roads. Eighty-six cameras were installed at specific points where they could automatically capture all angles. When the driver received the photos taken from all 86 angles and a time-slice movie of the action.
TOYOTA released a new sports car, TOYOTA86. However, people think that sports cars are old and boring in Japan. We challenged to change this belief of sports car to cool and exciting. We have created a system to spread out the stylish and exciting characteristic of a sports car.
Challenge: Developing a new service platform 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.