The Brief

TOYOTA released a new sports car, TOYOTA86. But sports car market in Japan has shrieked and the image has lost its shine. So we had to manage to activate Japanese sports car culture.

Describe how the promotion developed from concept to implementation

We Visualized the driver's exciting experience and delivered the video as the most exciting story. "CORNERING ECSTASY -THE SENSOR CONTROLLED SHOOTING SYSTEM-" 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.

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

Japanese sports car market grew by 300% TOYOTA 86 achieved its sales target. TOYOTA became the NO.1 sports car manufacture for the first time in its history. We managed to activate Japanese sports car culture.

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.