BIOLOGY OF FJ by Toyota Marketing Japan for Toyota

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BIOLOGY OF FJ

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

Credits & Description

Category: Automotive and Transport
Advertiser: TOYOTA MOTOR CORPORATION
Product/Service: FJ CRUSER
Marketing Director: 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: Iwao Yokojima (Toyota Marketing Japan)
Researcher: Kyouichi Ookawa (Toyota Marketing Japan)
Art Director: Sae Yarimizu (Toyota Marketing Japan)
Marketing Planner: Kiwamu Matsubara (Toyota Marketing Japan)
Promotion Planner: Yoshimitsu Miyanaga (Toyota Marketing Japan)
Promotion Planner: Masahiro Ishizuka (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

Summary of the Campaign
The automobile company decided to stop appearing as a "Car". Therefore, we constructed a campaign by making 'FJ Cruiser' a pet, which has a unique character, with a pretty front mask, and poppy, colourful variations. We created a "Biology of FJ" film, which compared FJ to an animal, then we expanded the topic among young people by using bookstores, cafes, and mobile applications.

The Situation
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 those 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.

The Goal
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 those 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. The result was to gain a lot of free publicity, contributing to more sales.

The Strategy
To accomplish that mission, we totally stopped referring to the product as a car, because of his adorable front grid, poppy colour and unique style. We structured the campaign to implement the "FJ Cruiser = A small animal (like a pet)", to make our main target feel more connected to it. This is very unique for a car manufacturer.

Execution
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 PR, including a teaser DVD of the movie at the new-car-release exhibition. We added QR marks onto print advertisements, redirecting 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 to "FJ café". We gave out limited FJ Cruiser samples made out of bricks. We even went a step further and let auto dealers nationwide make their own breed and organized a popularity contest on the internet and held a festival for the finals.

Documented Results
As a result, FJ Cruiser has now acquired a "Unique" and "Fashionable" image as a result of the campaign. It succeeded in bringing in young people aged 20-30, who haven’t turned to Toyota. Moreover, we were able to get free publicity worth more than 100 million yen (= 1 mil. Dollars) and sales were 5 times higher than our expected figure.