CHANGE ME

TitleCHANGE ME
BrandTOYOTA MARKETING JAPAN CORPORATION
Product / ServiceSMART DEVICE APPLICATION & CAR CATALOG
CategoryA05. Use of Other Digital Solutions in a Direct Campaign
EntrantHAKUHODO PRODUCT'S Tokyo, JAPAN
Entrant Company HAKUHODO PRODUCT'S Tokyo, JAPAN
Advertising Agency HAKUHODO Tokyo, JAPAN
Media Agency HAKUHODO DY MEDIA PARTNERS Tokyo, JAPAN
Production Company HAKUHODO PRODUCT'S Tokyo, JAPAN

Credits

Name Company Position
Hideaki Ooki Hakuhodo Kettle Executive Creative Director/Planner
Shohei Matsumoto Hakuhodo Kettle Interactive Creative Director/Planner
Masahiro Kawai Hakuhodo Account Planner
Hiroki Sato Hakuhodo Account Planner
Yukitoshi Niiho Hakuhodo Account Planner
Banri Yakushiji Hakuhodo Account Planner
Koji Fujiwara Hakuhodo Product‘s Producer
Takashi Tsukahara Hakuhodo Product‘s Copywriter
Tomoki Tanaka Hakuhodo Product‘s Copywriter
Kenji Matsumura Hakuhodo Product‘s System Director
Tomohiro Yokokawa I/Ways System Engineer
Takahiro Nakano Hakuhodo I/Studio Interactive Producer
Junpei Kawasaki Hakuhodo I/Studio Interactive Director
Tomoyuki Kawada Shake Interactive Designer
Makoto Iino Enexc/Co. Markup Engineer

The Brief

In timing with the introduction of new models of Voxy MPVs, we developed a new form of communication that would entice people who are usually not interested in cars to visit dealerships. We used the fun of a photo app, the reach of social media, and the appeal of online news as points of contact to give consumers a reason to visit dealers and a chance to receive their very own catalogs.

Creative Execution

The campaign allowed ordinary people to experience what it’s like to be a celebrity in an ad, and gave every guy the chance to become an "ikemen." Plus, the fun went beyond the app itself, creating a new form of communication where people could go to a dealer and receive a one-of-a-kind catalog with their face on the front for free.

Describe the creative solution to the brief/objective.

Using our app "Ore-chen," a name that combines the rugged masculine word for "I/me" with the word "change," a user could take a photo of his face with his smartphone and transform himself into an "ikemen," or really hot guy. Then he could send in the photo and make an "Ore-catalog," a paper catalog printed with his very own "hot guy" photo on the cover. The app was downloaded 300,000 times, exceeding our expectations of 200,000. And 4,000 people requested the catalogs from the app.

Results

The app was downloaded over 300,000 times, and about 4,000 orders were placed for the catalogs. This unprecedented method succeeded in encouraging people who had never been to a dealership before to come and visit.