PRIUS! PARTS CHARACTERS

TitlePRIUS! PARTS CHARACTERS
BrandTOYOTA
Product / ServicePRIUS
CategoryG02. Illustration
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Media DENTSU INC. Tokyo, JAPAN
PR DENTSU INC. Tokyo, JAPAN
Production DENTSU INC. Tokyo, JAPAN

Credits

Name Company Position
Yusuke Shimano DENTSU Creative Director,Copywriter
Hiroshi Sasaki SHINGATA Creative Director
Akihiro Fukube catch Creative Director
Akihiro Hamabe watch Creative Director
Yusuke Koyanagi DENTSU Art Director
Nanako Tani DENTSU Copywriter
Takuya Fujita DENTSU Planner
Kenta Isobe DENTSU Planner
Yoshiaki Sakashita DENTSU Planner
Rina Kitagawa DENTSU Planner
Mizuki Kawano TAIYO KIKAKU school Planner
Ryo Nagasawa DENTSU TEC Agency Producer
Daisuke Baba DENTSU TEC Agency Producer
Yumi Horikoshi DENTSU TEC Agency Producer
Takaki Wada Shipoo Agency Producer
Masanori Nakamura DENTSU Account Executive
Yuriko Tanaka TAKI CORPORATION Designer
Chihiro Matsuyama TAKI CORPORATION Designer
Eriko Yamashita TAKI CORPORATION Designer
Hitomi Tsuji NCP Retoucher
Junichiro Aizawa TAKI CORPORATION Production Producer

The Campaign

The goal was to change perception toward cars and make cars the partner of young people once again. The idea was to turn parts of Prius into characters.

Creative Execution

Fans were attracted to the game and anime. Design of dealers was also largely changed. Understanding the performance of Prius was deepened through the characters.

Indication of how successful the outcome was in the market

The campaign was much talked about in Japan, and became the largest viral movement of Toyota's SNS in the world. Number of young people visiting dealers increased by 30% and test drive also increased by 20%. Sales of Prius was more than 8 times of the projection, achieving No.1 sales in Japan.

Communication was implemented by turning functions and parts of Prius into game characters that young people like.