AQUA SOCIAL FES!!

TitleAQUA SOCIAL FES!!
BrandTOYOTA MARKETING JAPAN
Product / ServiceAQUA
CategoryA01. Event & Field Marketing
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN

Credits

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

The Brief

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.

Describe how the promotion developed from concept to implementation

“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.

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

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.

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

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.