Brief Explanation

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 Brief

Historically, Toyota has been hugely successful at driving sales from the ‘family man’. 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. 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Wakudoki campaign set new standards for Toyota with our key markets recorded 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.

Explain why the method of promotion was most relevant to the product or service

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.