Brief Explanation

Toyota released the AQUA, the most fuel-efficient car in the world. The goal was to beat the PRIUS and become the most fuel efficient car in the world. So we thought that the world's most environmentally friendly car should have the world's most environmentally friendly campaign. We created a platform that involved people from all over Japan to clean up waterfronts; this platform was the AQUA SOCIAL FES!! We created a platform that enabled people from all over Japan to participate. What's important is that this was not a CSR project, nor was it "cause marketing." Even people who don't purchase anything can participate, but the results (benefits) of the activities were used for promoting the product. It is a model where, the more the product was sold, the better the enviroment got. As a result, the AQUA became number one in sales in Japan. The AQUA SOCIAL FES!! took place 131 times, and the total number of participants was 11,533. Their average age was 29.5 years old. Television exposure: 41 programs. 47 Newspapers: 666 times. 15 Magazines. Internet: 63 times (332 media). We have never achieved such great media coverage in a car campaign.