TOYOTA BARISTA

TitleTOYOTA BARISTA
BrandTOYOTA MOTOR CORPORATION
Product / ServiceTOYOTA HYBRID
CategoryA03. Cars & Automotive Products & Services
EntrantASATSU-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

Credits

Name Company Position
Fumitaka Takano ADK Creative Director
Satoshi Otsuka ADK Planner
Hirokazu Matsushige 1-10design Planner / Interactive Producer
Ryusuke Dohi ADK Planner
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
Tetsu Moritera Freelance Lighting
Ryo Nobuka Freelance Art
Kaori Ichikawa Freelance Hair make artist
Mizuki Horiuchi Freelance Casting Director
Hiroki Yamaoka Freelance Editor
Yuta Miyagi Freelance Editor
Hiroshi Watanabe Freelance Mixer
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
Michael Lam 1-10design Illustrator
Satoshi Shirai 1-10design CG Designer

The Campaign

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.

Creative Execution

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.

Results

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.

In order to gain attention to the hybrid technology from the general public once again, Toyota organized a live event. 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.

Links
Video URL