| Title | AQUA SOCIAL FES!! |
| Brand | TOYOTA MARKETING JAPAN |
| Product / Service | AQUA |
| Category | A01. Event & Field Marketing |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Takayuki Tobikawa | Dentsu Inc. | Account Executive |
| Shinji Takada | Dentsu Inc. | Account Executive |
| Tetsuya Sakurai | Dentsu Inc. | Account Director |
| Hitoshi Hamaguchi | Dentsu Inc. | Agency Producer |
| Mizuho Hiruta | Dentsu Inc. | Copywriter |
| Takuya Isojima | Dentsu Inc. | Copywriter |
| Akihiro Negishi | Dentsu Inc. | Art Director |
| Takayuki Nakajima | Dentsu Inc. | Art Director |
| Noriaki Onoe | Dentsu Inc. | Planner |
| Kenta Nakagawa | Dentsu Inc. | Planner |
| Masahiko Okabe | Dentsu Inc. | Planner |
| Takuya Fujita | Dentsu Inc. | Promotion Planner |
| Go Kashina | Dentsu Inc. | Promotion Director |
| Shinichiro Fujimoto | Dentsu Inc. | Producer |
| Ryo Komoto | Dentsu Inc. | Producer |
| Yusaku Moriuchi | Dentsu Inc. | Producer |
| Kazuhiro Shimura | Dentsu Inc. | Strategist |
| Ikuko Kaneda | Dentsu Inc. | Strategist |
| Yosuke Mamiya | Dentsu Inc. | Strategist |
| Yuki Kishi | Dentsu Inc. | Creative Director |
Toyota released AQUA, the world’s most fuel-efficient hybrid car. The mission is to overtake Prius, and become the best selling car in Japan. We thought that the best campaign for the world’s most eco-friendly car should also be the world’s most eco-friendly campaign.
“AQUA SOCIAL FES!!” : this platform involves people from all over Japan to clean up the waterfront. Construct a platform, which anyone in Japan can participate to save the environment. The most important aspect to note regarding this campaign is the fact that this is neither a CSR nor a cause marketing. Non-customers are also able to participate in this activity and the result of activity is, again, used for sales promotion. The more sales increases, the more the environment gets preserved.
AQUA’s core concept has successfully gained empathy, and AQUA became the most selling car: a position which PRIUS dominated for consecutive months previously. Facts: AQUA SOCIAL FES!! Total Counts of Events: 131 times. Total Participants: 11533ppl. Average age: 28.5. TV exposure: 41 programs. Newspaper Coverage: 666 times in 47 presses. Magazine Coverage: 15 times. Web Coverage: 63 times in 332 media. Total amount of trash collected more than 31t. Number of planted green: Approx. 30000. Japanese waterfront is obviously getting back its beauty and we expect this activity to last for the next few years.
The designated targets were the young generation with almost no interest in cars. Their eco-mind was very high and are willing to participate in (65.1% of ppl) the environment activity. Thanks to the product of the world’s most eco-friendly car, we could have done this project successfully. As a result, AQUA’s core concept has successfully gained empathy, and AQUA became the most selling car: a position which PRIUS dominated for consecutive months previously.