The Brief

TOYOTA released a new sports car, TOYOTA 86. But sports car market in Japan has shrieked and the image has lost its shine. It was objective that we manage to activate Japanese sports car culture.

Describe how the promotion developed from concept to implementation

We created a new system that owners send out the stylish and exciting appealing of a sports car to the world. "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.

Describe the success of the promotion with both client and consumer including some quantifiable results

Results 1. We managed to active Japanese sports car culture. 2. Japanese sports car market grew by 300%. 3. TOYOTA 86 achieved its sales target.

Explain why the method of promotion was most relevant to the product or service

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.