Toto Promo, Case study TOILET BIKE NEO by Dentsu Inc. Tokyo, PARTY Tokyo

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TOILET BIKE NEO

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Industry Cleaning Products, Detergents & Wood protectors, Air Fresheners
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Executive Creative Director Yoshimitsu Sawamoto
Creative Director Junichi Harima, Hiroki Nakamura
Art Director Tsubasa Adachi, Kentaro Sagara
Producer Tomonobu Yamazumi, So Moriyama
Illustrator Ms. Emi Kubota, Masanobu Ishii, Nao Hirano, Kimiko Sekido, Hirochika Horiuchi, Fujio Fujii, Tomoko Takeda
Agency PARTY Tokyo
Released October 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: TOTO
Product/Service: TOILET MANUFACTURERS
Agency: DENTSU
Agency: PARTY
Executive Creative Director: Yoshimitsu Sawamoto (Dentsu)
Creative Director: Hiroki Nakamura (Party)
Creative Director: Junichi Harima (Dentsu)
Planner/Copywriter: Sohei Okano (Dentsu)
Copywriter/Illustrator: Noriaki Onoe (Dentsu)
Art Director: Tsubasa Adachi (Dentsu)
Art Director: Kentaro Sagara (Dentsu)
Producer: Tomonobu Yamazumi (Dentsu)
Producer: So Moriyama (Dentsu)
Film Producer: Nobukatsu Watanabe (Hat)
Film Director: Hideaki Hosono (The Directors Guild)
Web Programing: Hidenori Chiba (Rhizomatiks)
Web Programing: Kentaro Mito (Rad)
Illustrator: Emi Kubota (Dentsu)
Illustrator: Hirochika Horiuchi (Dentsu)
Illustrator: Fujio Fujii (Dentsu)
Illustrator: Tomoko Takeda (Dentsu)
Illustrator: Kimiko Sekido (Dentsu)
Illustrator: Nao Hirano (Dentsu)
Illustrator: Masanobu Ishii (Kaibutsu)
Media placement: digital PR - - 6 October 2011
Media placement: event - - 6 October 2011
Media placement: corporate communication - - 6 October 2011
Summary of the Campaign
For a long-established and one of the foremost toilet product makers, travelling 1,400km in 28 days on a poop-powered bike was definitely a novel challenge. The purpose was to promote TOTO's CO2 reduction activity by caravanning its showrooms all over Japan on this extraordinary, humorous and eco-friendly bike which is capable of running without gasoline. As a result, the poop-powered bike completed the full distance, 14,000km, in 28 days and TOTO's eco-friendly activity became widely spread throughout Japan and much laughter was had over this ec0-friendly project, gaining 600,000 web page views and over 4,500 tweets in a month with more than 500 people actually straddling the bike. A lot of media exposure of the poop-powered bike created some controversy over energy consumption.
The Situation
Despite the necessity of customers actually coming to the showroom in order to p romote TOTO's products and water-related eco activity, we wanted to create the comprehensive brand image rather than just focusing on web contents.
The Goal
TOTO's eco-friendly activity became widely spread throughout Japan with many laughter in the most eco-friendly way, gaining 600,000 web page views and exceeding over 4,500 tweets in the first month with more than 500 people actually straddling the bike. In total, more than 3,000 people have actually participated in the campaign.
The Strategy
The basic strategy was to create an ultimate, extraordinary eco-friendly vehicle with TOTO which will attract public attention. Thus, a poop-powered bike 'Toilet Bike Neo' was created which runs on bio-gas created from faeces, meaning that it's capable of running without any gasoline.
We set out on a 1,400km journey on this bike and during the journey people along the streets and in cars were simply caught by the extraordinary spectacle. The scenes were updated on Blogs and SNS, and TOTO's eco-friendly activities were successfully promoted throughout Japan with much laughter had along the way.
Execution
The developmental process was updated daily on special website to show our authentic approach. After the development of 'Toilet Bike Neo' was completed, it was sought after by all kinds of media and its setting off for the 1,400km journey was widely reported. Also it was featured on every local media along its 3 month journey and became the talk of everywhere it went.
Documented Results
The activity of 'Toilet Bike Neo' soon became an interest phenomenon for the media inside and outside of Japan. It has exceeded 600,000 web page views and 4,500tweets, while the bike covered 1,400km in 28 days. More than 500 people were given a go at raiding the bike.
TOTO's eco-friendly activity became widely spread throughout Japan and much laughter was had over this ec0-friendly project.