|Brand||TOYOTA MOTOR CORPORATION|
|Product / Service||TOYOTA HYBRID|
|Category||D04. Installation & Environment|
|Entrant||ASATSU-DK Tokyo, JAPAN|
|Idea Creation||ASATSU-DK Tokyo, JAPAN|
|Idea Creation 2||1-10 DESIGN Kyoto, JAPAN|
|Media||ASATSU-DK Tokyo, JAPAN|
|Production||TYO Tokyo, JAPAN|
|Production 2||1-10 DESIGN Kyoto, JAPAN|
|Fumitaka Takano||ADK||Creative Director|
|Hirokazu Matsushige||1-10design||Planner / Interactive Producer|
|Hiroyuki Kubo||ADK||Art Director / Planner|
|Takuya Sejima||1-10design||Planner / Project Manager|
|Akira Takahashi||ADK||Account Executive|
|Shunichi Takano||TYO drive||Executive Producer|
|Kensaku Kakimoto||Freelance||Film Director|
|Masaya Nakahara||Freelance||Director Of Photography|
|Kaori Ichikawa||Freelance||Hair make artist|
|Mizuki Horiuchi||Freelance||Casting Director|
|Toru Midorikawa||MELODY PUNCH||Music Producer|
|Hiroyuki Kawazoe||MELODY PUNCH||Music Producer|
|Kenji Aritomo||TYO drive||Production Manager|
|Kazunori Kato||TYO drive||Production Manager|
|Kintaro Asato||TYO drive||Production Manager|
|Masayuki Emi||Freelance||Frontend Engineer|
|Shogo Matsuda||1-10design||Frontend Engineer|
|Masayuki Iizuka||1-10design||Motion Designer|
|Satoshi Shirai||1-10design||CG Designer|
In order to gain attention to the hybrid technology from the general public once again, we brought the circuit into their daily lives. So Toyota organized a live event named “TOYOTA BARISTA”. A racing car which was brought into the venue ran through a virtual Le Mans circuit and recovered the energy, then the recovered energy was utilized to power cooking appliances.
Toyota organized a live event named “TOYOTA BARISTA”. A racing car which was brought into the venue ran through a virtual Le Mans circuit and recovered the energy, then the recovered energy was utilized to power cooking appliances. The amount of recovered energy was demonstrated by serving breakfast to 171 people. Footage of the event was recorded and made public and a website was also set up which explained the system in such a way that the general public could understand it. Ordinary car fans who saw the news of a racing car powering a mass breakfast gained a deeper knowledge of the technology while enjoying watching the video footage and looking at the website.
Over 180 media articles in 20 countries covered this news. The movie that filmed this event was played over 3 million times on YouTube in 212 countries. Toyota dealers also utilized this film globally to increase showroom traffic. Social interest toward hybrid technology was raised again through publicity for this campaign. And as a result, the new model of the mass-production hybrid car Prius successfully received 5 times more pre-orders than expected.
The technology behind the Energy Recovery System was so complex that it was very difficult to explain to the general public. Even though the system of recovering energy under braking and reusing that energy is exciting to some car enthusiasts, for the general public it was just technology which was hard to understand and boring. The idea of the campaign was to excite interest among a wide range of users by re-using the recovered energy in a very familiar form and turning it into an entertainment event.