SEVEN SUMO

TitleSEVEN SUMO
BrandTOYOTA MARKETING JAPAN
Product / ServiceTOYOTA SAFETY SENSE
CategoryA03. Online: Fiction & Non-Fiction
EntrantHAKUHODO 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

Credits

Name Company Position
Kentaro Kimura HAKUHODO KETTLE Creative Director
Toshiyuki Konishi POOL inc. Copywriter
Gugi Akiyama Daily Fresh Art Director
Yoshiyuki Takeda POOL inc. Copywriter
Tomoya Suzuki HAKUHODO Planner
Daisuke Shimada Freelance Director
Shinji Asano HAKUHODO PRODUCTS Producer
Yujin Kishimoto HAKUHODO PRODUCTS Production Manager
Ken Honjo DAY O PRODUCTIONS Production Manager

The Campaign

What if Sumo Wrestlers had the Toyota Safety Sense?

Creative Execution

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.

Links

Video URL