|Brand||TOYOTA MARKETING JAPAN|
|Product / Service||TOYOTA SAFETY SENSE|
|Category||A03. Online: Fiction & Non-Fiction|
|Entrant||HAKUHODO KETTLE Tokyo, JAPAN|
|Idea Creation||HAKUHODO KETTLE Tokyo, JAPAN|
|Idea Creation 2||POOL Tokyo, JAPAN|
|Idea Creation 3||HAKUHODO INC. Tokyo, JAPAN|
|Media||HAKUHODO KETTLE Tokyo, JAPAN|
|PR||HAKUHODO KETTLE Tokyo, JAPAN|
|Production||HAKUHODO PRODUCT'S Tokyo, JAPAN|
|Production 2||DAY O PRODUCTIONS Los Angeles, USA|
|Kentaro Kimura||HAKUHODO KETTLE||Creative Director|
|Toshiyuki Konishi||POOL inc.||Copywriter|
|Gugi Akiyama||Daily Fresh||Art Director|
|Yoshiyuki Takeda||POOL inc.||Copywriter|
|Shinji Asano||HAKUHODO PRODUCTS||Producer|
|Yujin Kishimoto||HAKUHODO PRODUCTS||Production Manager|
|Ken Honjo||DAY O PRODUCTIONS||Production Manager|
What if Sumo Wrestlers had the Toyota Safety Sense?
The city of Los Angeles is thrown into an uproar by the sudden appearance of mysterious wrestlers! An entertaining new movie which surprises us with laughter, showing seven SUMO wrestlers thundering through the city with their huge bodies bouncing.
Seven Sumo acquired more than 2 million views during the January Sumo tournament in just 2 weeks. Toyota’s new Prius in Japan soon ranked No.1 in sales in February 2016.
We created an entertaining online film to communicate innovative but boring car product safety features connecting them with an iconic part of Japan, Sumo.
Toyota is now the world’s No.1 Japanese car brand and Sumo is the No.1 Japanese national marshal art. So we connected these two national prides and developed the message “Safety is Japan’s Traditional Art”. We launched this online film on YouTube on the day the Sumo tournament begun so we grabbed the attention of potential target customers before they decided which car dealer to visit.