CRAZY CAR PROJECT by Platinum FMD for Toyota

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CRAZY CAR PROJECT

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Industry Cars
Media Promo & PR, Case study
Market Japan
Agency Platinum FMD
Creative Director Taro Saito
Producer Shota Hatama, Maki Ago
Released February 2012

Credits & Description

Category: Automotive and Transport
Advertiser: TOYOTA
Product/Service: 2000GT SEV
Agency: PLATINUM
Creative Director: Taro Saito (DOF)
Planner: Kota Tohata (Dentsu)
Planner: Shinsaku Ogawa (Dentsu Tec)
Planner: Kana Koyama (Dentsu)
Planner: Sayaka Arimoto (Dentsu)
Public Relations Director: Saori Kiryu (Platinum)
Public Relations Staff: Souhei Kan (Platinum)
Public Relations Staff: Anna Kihara (Platinum)
Public Relations Staff: Kouki Sato (Platinum)
Producer: Maki Ago (Engine Film)
Producer: Shota Hatama (DOF)
Web: Yusuke Kitani (Kaibutsu)
Web: Muneaki Kanda (Futurek)
Media placement: Event - Reuters - 13-15 January 2012
Media placement: Event - Yahoo - 11 February 2012

Summary of the Campaign
Car sales have been stagnated from the beginning of the 2000s in Japan, and one of the reasons is said to be that the younger generation has been losing interest in automobiles. The car industry has been blamed for not producing fascinating cars and instead making light automobile which sell well. This leads to an acceleration in the young generation’s disengagement from cars. Owning a cool sports car used to be a symbol of high status in Japan, but longing and excitement for sports cars has been disappearing.

This project aims to create public awareness of the pure excitement of riding cool cars once again in Japan, not only to evoke feelings that people used to have for automobiles but also to suggest riding the cars which are eco-conscious and attractive at the same time.

To achieve this, we converted the legendary 'Toyota 2000GT', an icon even after 40 years, into a solar EV and name it '2000GT SEV'. We exhibited '2000GT SEV' at the Tokyo Auto Salon which is an exposition for re-modelled cars. A lot of car fanatics attend this exhibition every year and the 2000GT is legend for them, so '2000GT SEV' drew the crowd’s attention. '2000GT SEV' made a second appearance at the opening ceremony of Tokyo Gate Bridge, which was expected to be covered by a lot of media beforehand, and this appearance enabled us to get public awareness.

This project was covered not only in Japan but also all over the world, and the project received positive opinions and promoted the automobile's image by reminding people of the fascinating nature of automobiles.

The Situation
Car sales have been stagnated from the beginning of the 2000s in Japan, and one of the reasons is said to be that the younger generation has been losing interest in automobiles. The car industry has been blamed for not producing fascinating cars and instead making light automobile which sell well. This leads to an acceleration in the young generation’s disengagement from cars. Owning a cool sports car used to be a symbol of high status in Japan, but longing and excitement for sports cars has been disappearing.

The Goal
The destination of this project is to create public awareness of the pure excitement of riding cool cars once again in Japan. It aims not only to evoke feelings that people used to have for automobiles but also to suggest riding the cars which are eco-conscious and attractive at the same time, and lead the industry to the next stage.

The Strategy

To encourage consideration for the environment and create a vehicle which catches people's hearts at the same time, we launched the 'Crazy Car Project' which aims to convert the legendary 'TOYOTA 2000GT', an icon even after 40 years, into solar EV and name it the '2000GT SEV'. We gather engineers who have high skills and strong wills to change people’s awareness of automobiles from 28 affiliate companies. EV is generally silent, but the sound of a car is one of the important elements in the excitement of vehicles, so we attached the simulated sound of the engine of the original 2000GT. We went ahead and also attached 'crazy' sounds like a rocket, a horse galloping and so on to get younger generation’s attention.

Execution
We exhibited the '2000GT SEV' at Tokyo Auto Salon which is an exposition for re-modelled cars. A lot of car fanatics attend this exhibition every year and the 2000GT is a legend for them, so the '2000GT SEV' drew the crowd’s attention. The '2000GT SEV' made a second appearance at the opening ceremony of Tokyo Gate Bridge, which drew a great deal of attention as a new hot spot for sightseeing. The event was expected to be covered by a lot of media beforehand, so it was the best opportunity to be presented to the public. Furthermore, we launched a website to expand this project to social media such as Facebook and Twitter to get public awareness.

Documented Results
Leading TV channels covered the project and ran it free of cost. Over 500 online media posted about this project, and 32 newspapers and magazines wrote articles about it. Thousands of blogs mentions and tweets were generated around the world. The 'Crazy Car Project' was covered not only in Japan but also all over the world, and got over about $3m worth of free media coverage. Through these media coverage, the project received positive opinions and promoted the automobile's image by reminding people of fascination of automobile.