WAKUDOKI

TitleWAKUDOKI
BrandTOYOTA MOTOR ASIA PACIFIC
Product / ServiceTOYOTA MOTOR ASIA PACIFIC
CategoryA06. Original Use of Music
EntrantDENTSU SINGAPORE, SINGAPORE
Entrant Company DENTSU SINGAPORE, SINGAPORE
Contributing Company DENTSU SINGAPORE, SINGAPORE
Contributing Company 2 DENTSU Tokyo, JAPAN
Production Company TYO Tokyo, JAPAN

Credits

Name Company Position
Ted Lim Dentsu Aegis Network Chief Creative Officer
Heok Seong Ng Dentsu Singapore Executive Creative Director
Norifumi Adachi Denstu Inc. Executive Creative Director
Fredrick Englund Dentsu Asia Digital Creative Director
Sean Mathews Dentsu Singapore Planning Director
Masaki Iwata Dentsu Singapore Digital Director
Taira Kimura Dentsu Singapore Account Director
Hiroshi Sato Dentsu Singapore Media Director
Yoichiro Abe Dentsu Inc. Creative Director
Yoichiro Abe Dentsu Inc. Copywriter
Yusuke Koyanagi Dentsu Inc. Art Director
Yoshinari Kamiya Kamiya Jimusho Film Director
Tsuyoshi Kanekiyo Dentsu Inc Agency Producer
Atsushi Kajiya TYO Inc. Production Producer
Takashi Yamaguchi Dentsu Inc. Account Executive
Asako Yamamoto Dentsu Inc. Account Executive
Shinpei Okamoto Dentsu Singapore Senior Account Manager
Yuko Watanabe Dentsu Singapore Senior Account Manager
Chuya Aoki Dentsu Singapore Strategic Planner
Hiromitsu Kaibuki Dentsu Singapore Digital Media Manager

The Campaign

As in most markets, younger drivers tend to gravitate towards content that's cool and fun. With K-pop, J-pop and other boy bands being the current trend, we decided to use Japan's biggest Pop to create enteraining more organic content for our brand.

Results

The Challenge Historically, Toyota has been hugely successful at driving sales from the ‘family man’, leveraging the Quality, Durability and Reliability (QDR) attributes so loved by this set of buyers. At the same time, from Toyota’s perspective, attracting younger buyers into the consideration set was deemed vital for driving brand desirability as this translates to greater long term revenue and profit. Clearly Toyota’s QDR-focused communication would never resonate as effectively with this younger buyer profile. The Objective: We needed a new anchor for our communication that would help drive consideration amongst these younger buyers and achieve the following objectives: •Increase brand LIKING - a composite score of four attributes cool, young, exciting and fun to drive from 39% pre campaign analysis. (Toyota Research, 2013) •Liking should have a positive impact on consideration for the brand amongst the young audience •Drive higher levels of engagement for the brand and achieve the hard KPI of 1.2 million video views. Strategy and Execution: We set about creating a unique Wakudoki video that comprised a signature dance step and a fun, exciting and memorable tune along with irreverent humour, quality production value, as the recipe for engagement. We invited our audience to do the Wakudoki dance with us, and participate in a dance contest that gave them the chance to Wakudoki their way to Tokyo. An interactive contest microsite enabled participants to learn and practice the Wakudoki step and submit user-generated entries as part of the contest. In line with target audience media consumption habits, instead of flooding our plan with mainstream media, we strategically placed digital ads in areas where our target was focusing on their own passions and desires.

Besides, over 9.2 million video views on YouTube and over 35k shares, the icing on the cake was when we played this song as a guerilla marketing strategy in clubs in Thailand and party-goers started the signature step of Wakudoki, confirming the success of the campaign amongst youth. From there the song and dance step did rounds at clubs across the region.

The Wakudoki campaign set new standards for Toyota with our key markets recording an overwhelming increase of 13% in consideration in Philippines, 10% in Indonesia and 5% in Thailand. The campaign struck a massive chord on social media delivering: • Over 1.7million video views on YouTube (an 864% increase over target) • Over 35k shares via YouTube (exceeding target by 153%) and over 12k individual comments • Over 199k individual engagements on the Wakudoki Facebook page • Over 26.5k additional fans into the Facebook page (98% of whom were under 34 years old) • Over 200 User Generated dance videos. • And $2.5m global earned PR value including TV News spots in Thailand.

To connect with our younger target audience, we didn't just create an advertisement, we decided to create the next 'Gangam Style'. So we tied up with Japan's Pop sensation World Order to create an original music track with an irreverently funny music video.