Toyota Case study BIOLOGY OF FJ by Toyota Marketing Japan

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Industry Cars
Media Case study
Market Japan
Agency Toyota Marketing Japan
Creative Director Shintaro Kawasaki
Art Director Noriko Tsunoda, Sae Yarimizu
Released August 2011

Credits & Description

Category: Titanium and Integrated
Product/Service: FJ CRUISER
Date of First Appearance: Nov 25 2010
Marketing Directer: Fuminori Kataoka (Toyota Marketing Japan)
Creative Director: Shintaro Kawasaki (Toyota Marketing Japan)
Art Director: Noriko Tsunoda (Toyota Marketing Japan)
Media Planner: Hisako Nagashima (Toyota Marketing Japan)
Promotion Planner: Masahiro Ishizuka (Toyota Marketing Japan)
Promotion Planner: Iwao Yokojima (Toyota Marketing Japan)
Promotion Planner: Yoshimitsu Miyanaga (Toyota Marketing Japan)
Researcher: Kyouichi Ookawa (Toyota Marketing Japan)
Art Director: Sae Yarimizu (Toyota Marketing Japan)
Marketing Planner: Kiwamu Matsubara (Toyota Marketing Japan)
Marketing Planner: Manabu Ito (Toyota Marketing Japan)
Media placement: Mobile Applications - Apple - 11/25/2010-
Media placement: Shop - Sign Cafe - 11/25/2010-12/2/2010
Media placement: Book - Bookstore - 11/25/2010-
Media placement: AR Mark - print - 11/25/2010-
Media placement: Press kits - Press kits - 11/25/2010-

Describe the campaign/entry
In recent years, young people in Japan are separating themselves more and more from cars, which is furthermore driven by the fact of increasing herbivore men. Especially in these difficult circumstances, Toyota decided to release a real man’s SUV named “FJ Cruiser”. The task was to capture the heart of young herbivore men. To accomplish that mission, we totally stopped referring the product as a car. Because of its adorable front grid, poppy colour and unique style, we structured the campaign as “FJ Cruiser=A small animal (like a pet)”, to make it feel more accessible to our main target. Something very unusual for a car manufacturer.

Describe how the campaign/entry was launched across each channel in the order of implementation
We made an original movie called “Biology of FJ”, which simulated the FJ Cruiser as an animal.
Performance and function were explained in a biological way.
And, derivations of the FJ Cruiser were presented as different breeds.
We handed out press-kits as part of a PR campaign, including a teaser DVD of the movie at the new-car-release exhibition.
We added AR marks onto print advertisements that redirected people to smart phone applications, with the function of streaming the movie.
We followed it up and produced visual dictionaries and actually sold them in bookstores with additional in store promotions.
We also changed a famous café in the middle of the fashion district into “FJ café”, with visual promotions, goods and even an original FJ menu.
We also gave out a limited number of FJ Cruisers made out of bricks that were later sold at premium on auction sites.

Give some idea of how successful this campaign/entry was with both client and consumer
As a result, the FJ Cruiser has acquired a “Unique” and “Fashionable” image because of the campaign. We succeeded in appealing to young people in their 20 - 30s, who hadn’t really thought about Toyota before. Moreover, we were able to net free publicity worth more than 100 million yen (= 1 mil. USD). Ultimately, the sales were 5 times higher than our expected figure.