Toyota Case study AQUA SOCIAL FES!! [video] by Dentsu Inc. Tokyo

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Industry Cars
Media Case study
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Yuki Kishi
Art Director Takayuki Nakajima, Akihiro Negishi
Copywriter Takuya Isojima, Mizuho Hiruta
Producer Shinichiro Fujimoto, Yusaku Moriuchi, Ryo Komoto
Released May 2013


Cannes Lions 2013
Media Lions Product & Service; Cars & Automotive Services Gold

Credits & Description

Type of entry: Product & Service
Category: Cars & Automotive Services
Product/Service: AQUA
Agency: DENTSU Tokyo, JAPAN
Creative Director: Yuki Kishi (Dentsu Inc.)
Strategist: Yosuke Mamiya (Dentsu Inc.)
Strategist: Ikuko Kaneda (Dentsu Inc.)
Strategist: Kazuhiro Shimura (Dentsu Inc.)
Producer: Yusaku Moriuchi (Dentsu Inc.)
Producer: Ryo Komoto (Dentsu Inc.)
Producer: Shinichiro Fujimoto (Dentsu Inc.)
Promotion Director: Go Kashina (Dentsu Inc.)
Promotion Planner: Takuya Fujita (Dentsu Inc.)
Planner: Masahiko Okabe (Dentsu Inc.)
Planner: Kenta Nakagawa (Dentsu Inc.)
Planner: Noriaki Onoe (Dentsu Inc.)
Art Director: Takayuki Nakajima (Dentsu Inc.)
Art Director: Akihiro Negishi (Dentsu Inc.)
Copywriter: Takuya Isojima (Dentsu Inc.)
Copywriter: Mizuho Hiruta (Dentsu Inc.)
Agency Producer: Hitoshi Hamaguchi (Dentsu Inc.)
Account Director: Tetsuya Sakurai (Dentsu Inc.)
Account Executive: Shinji Takada (Dentsu Inc.)
Account Executive: Takayuki Tobikawa (Dentsu Inc.)
Results and Effectiveness
AQUA's vision was supported by many, and it beat the PRIUS which was the number one
selling car in Japan . The number of participants for
the AQUA SOCIAL FES!! (131 events) was 11,533. Their average age: 29.5.
Television : 41 programs. Newspaper : 47 papers, 666 articles. 15 Magazines. Internet: 63 times, in 332 media. In addition, the young people, who according to our survey, wished to participate in environmental activies, were able to achieve great satisfaction through the project. Environmental organizations gain more members. Rivers and beaches were cleaned, and society as a whole became more environmentally conscious.
Creative Execution
Participants wore uniforms with the AQUA SOCIAL FES!! logo printed on them, and
through this the participants themselves became "the media."
In addition, the rivers and beaches that were cleaned up through the activites we covered
on television and other mass media, which also lead to the AQUA getting more coverage.
Insights, Strategy and the Idea
Toyota released the world's most fuel-efficient car, the AQUA.
Its goal was to beat the PRIUS in sales and become the number one selling car in Japan.
Target: Young people in their 20's and 30's.
Insight: In a survey conducted after the Tohoku Earthquake (2011/3/11), 84% of young people answered yes to "do you want to do something in service of society," which implied that young people were eager to participate in environmental activies.
So we made the world's most environmentally friendly campaign. In Japan, there are still many obstacles for arranging environmental activities. So we made a platform in 50 areas all over Japan that enabled people to easily participate in enviromental activities, without having to own a car. Car dealerships that have strong ties with the local community were utilized in the campaign, which allowed many of our target consumers to join.