CORNERING ECSTASY

TitleCORNERING ECSTASY
ClientTOYOTA MARKETING JAPAN
Product / ServiceTOYOTA 86
CategoryA01. Best Use of Digital PR
EntrantHAKUHODO KETTLE Tokyo, JAPAN
Entrant Company HAKUHODO KETTLE Tokyo, JAPAN
Advertising Agency HAKUHODO KETTLE Tokyo, JAPAN

The Campaign

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%

The Brief

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

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%

Execution

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.

The Situation

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.

The Strategy

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.

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