Toyota Promo, Case study CHARGE THE FUTURE PROJECT by Dentsu Inc. Tokyo, M-Cramp

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CHARGE THE FUTURE PROJECT

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Industry Cars
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Director Yasutomi Shimizu, Hitomi Yoshimura
Illustrator Isamu Takahashi, Yumiko Inoue
Agency M-Cramp
Released November 2011

Credits & Description

Category: Automotive and Transport
Advertiser: TOYOTA
Product/Service: ESTIMA HYBRID
Agency: DENTSU
Agency: M-CRAMP
Executive Creative Director/Creative Director/Copywriter/Planner: Susumu Namikawa (Dentsu)
Agency Producer: Tsuyoshi Kanekiyo (Dentsu)
Agency Producer: Mitsuyo Hanashima (Dentsu)
Film Producer: Erika Shoji (Tyo - Camp Kaz Division)
Film Producer: Masataka Saito (Tyo - Camp Kaz Division)
Director: Hitomi Yoshimura (Tyo - Camp Kaz Division)
Director: Yasutomi Shimizu (Tyo - Camp Kaz Division)
Cinematographer: Ryosuke Kawaguchi (Tyo Technical Ranch)
Illustrator: Isamu Takahashi (Oops)
Illustrator: Yumiko Inoue (Oops)
Media placement: Event 'Emergency Information Ranger' - East Japan - 5-September 2011
Media placement: Event 'School Festival Live' - Sendai City - 3-September 2011
Media placement: Event 'Movie Under The Starry Sky' - Onagawa-Cho - 27-September 2011
Media placement: Event 'Concert And Farmer's Market' - Tokyo - 12-November 2011

Summary of the Campaign
The key PR elements of the campaign:

1. To let the consumers know the fact that the power supply of Estima Hybrid can be used for cooking or to charge mobile phone during the loss of the electric power caused by the earthquake disaster.

2. To make more effective facts, in addition to the facts above, we started the new projects with actions and events around whole country, to support and save East Japan with the effective use of the power supply of Estima Hybrid.

The Situation
On March 11th, 2011, a major earthquake struck Japan and lights went out across a wide-ranging area of Japan.

When all the lights went out, there was a car which secretly played an active role. The name of the car is Estima Hybrid. Power outlet which consumer electronics can be used directly is set inside the car, so it was used as an emergency power supply. From this experience, one project to save East Japan arose.

The Goal
Campain Goal:
'Charge electronic power:
Charge Japan's power of revival!'

The Strategy
After the earthquake, all the media in Japan repeated the news about the disaster everyday.

Amongst them we tried to make the news about the facts that the power supply of Estima Hybrid played an active role in the damaged area, by holding events and actions using power supply of Estima Hybrid.

Execution
Action1: Get emergency information to the whole country.
'Emergency Information Ranger'
Rode around damaged areas with broadcast equipment and PC loaded onto an Estima Hybrid;
- The situation of damaged areas was boroadcast to the whole country in real time where they couldn't provide their information due to loss of power supply.

Action2: Gave hope to the students.
'School Festival Live'
High schools in the damaged area without enough power supply. Estima Hybrid provided the power supply for these high schools' school festival and held live performances.

Action3: Gave memories to the children.
'Movie under the starry sky'
Onagawa-Cho, where 90% of houses were lost by Tsunami. Estima Hybrid provided the power supply and played a movie with the theme of hometown to the children.

Action4: Charged the power of revival to Japan.
'Concert and Farmer's Market'
After the earthquake, the sales of vegetables from damaged areas have decreased. On the other hand, the shortage of the power supply in Tokyo continued. Estima Hybrid provided power for refrigerators, lighting and musical equipment and held rock concert and farmer's market.

Documented Results
- These actions were covered by 20 TV programs, 30 newspapers, 8 magazines and 145 web news;
- The effect was more than US$6m conversion of advertising costs;
- This highly improved the image of Estima Hybrid;
- Above all, regained people's smiles after the earthquake.