Title | WAKUDOKI |
Brand | TOYOTA MOTOR ASIA PACIFIC |
Product / Service | TOYOTA MOTOR ASIA PACIFIC |
Category | B02. Cars & Automotive |
Entrant | DENTSU SINGAPORE, SINGAPORE |
Entrant Company | DENTSU SINGAPORE, SINGAPORE |
Advertising Agency | DENTSU SINGAPORE, SINGAPORE |
Advertising Agency 2 | DENTSU Tokyo, JAPAN |
Production Company | TYO Tokyo, JAPAN |
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 |
To connect with our younger target audience, we didn't just create an advertisement, we decided to create the next 'Gangam Style'.We collaborated with Japanese Pop sensation World Order to create a unique Wakudoki video that comprised a signature dance step and a fun, exciting and memorable tune along with irreverent humour. 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.
The Waku-Doki 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 Waku Doki 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.
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. We needed a new anchor for our communication that would help drive consideration amongst these younger buyers. Asia boasts a rapidly growing population of 20-somethings with both the desire and ability to buy a car. Style-conscious, sociable, fun and independent they embrace a strong sense of personality and individuality coupled with an irreverent streak.Our research showed that they gravitate towards brands that help them discover the next authentically cool, fun thing.
Social Media URL | Video URL | Video URL