| Title | PRIUS! PARTS CHARACTERS |
| Brand | TOYOTA |
| Product / Service | PRIUS |
| Category | A08. Cars & Automotive Products & Services |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Media | DENTSU INC. Tokyo, JAPAN |
| PR | DENTSU INC. Tokyo, JAPAN |
| Production | DENTSU INC. Tokyo, JAPAN |
| 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 automobile industry is a key industry in Japan. Especially, Toyota is the world’s top-class automobile manufacturer. However, automobile ownership ratio of young people in Japan dropped 20% in the last 10 years. Their focus is on games, YouTube and anime, and they have no interest in cars. 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. Communication was implemented by turning functions and parts of Prius into game characters that young people like. 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. 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.