|Title||FANS & ROADS|
|Product / Service||LAND CRUISER SERIES|
|Category||C02. Cars & Automotive Services|
|Entrant||DELPHYS Tokyo, JAPAN|
|Entrant Company||DELPHYS Tokyo, JAPAN|
|Advertising Agency||DELPHYS Tokyo, JAPAN|
|Production Company||21INCORPORATION Tokyo, JAPAN|
|SHIN KOUDA||Delphys inc.||Creative Director|
|HIDENOBU IZUKASHI||Delphys inc.||Account Executive|
|MANABU ITO||Delphys inc.||Communications Director|
|NAOKI HIRATA||Delphys inc.||Communications Director|
|YUSUKE MINOBE||21incorporation||Production Manager|
|SYOUICHI DAVID HARUYAMA||Freelance||Director|
|AYAKO ONO||Jet's||Art Director|
|YOSHIO MORI||sound design ON||Sound Effect|
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.
At the turning point where Toyota Land Cruiser achieved the world total sale 8 million, we wanted to return something to the “fans". We decided to make an opportunity to express thankfulness to each 1 of the 8million fans. And also aimed at the further improvement of the brand recognition at the same time.
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.
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.