The Brief

Toyota Land Cruiser with the longest history of Toyota car lineup has a grate number of eager “fans”. The reason we call the Toyota Land Cruiser users “Fans” in stead of just calling them users is because the ability to run with out trouble and strong durability makes people able to ride Land Cruiser for many years and makes them a “fan”. The purpose of this campaign was to deepen the bond with the “fans” that have been using Land Cruiser for many years.

Creative Execution

This campaign would have never succeeded if there were no love for Land Cruiser from the “fans”. The first step we did is to ask “fans” to upload pictures of their Land Cruiser through the official site and SNS. Using these pictures, we made stop motion animation and posted the videos on official web sites and YouTube. And feather more we mad original movies for each and every “fan” that applied. Since we started applying pictures it took 4months to show the video.

Describe the creative solution to the brief/objective.

Toyota Land Cruiser has a great numbers of enthusiastic “fans”. This is because Land Cruiser is unique. It has the ability to run with out trouble and a strong durability that makes “fans” able to ride Land Cruiser for many years. We choose a method to make communication closer with the “fans”. This made the brand and the “fans” closer and also made it possible to make stronger connection with in the two.

Results

As for the reaction of the Toyota Land Cruiser “fans”, it was highly beyond expectation. All sorts of media were attracted to this event and was widely noticed from the start. From the cost-effectiveness side, it was worth 240times more then the actual cost that was used. And as a result, we where able to make a stronger bond with the “fans” and also increased the sales 150% from the previous year.