Toyota released the Hybrid AQUA, the most fuel-efficient car in the world.

Its goal was to overtake the Prius and become number one selling car in Japan. We thought that the most environmentally friendly car should have the most environmentally friendly advertising campaign. Therefore, we created the "AQUA SOCIAL FES!!" a platform that involves people from all over Japan cleaning water areas (rivers, beaches etc).

We created a platform that enabled people from all over Japan to participate.

What's important is that this is not CSR, or "cause marketing." You can participate without having to buy the product, but the results of the campaign are used for advertising. Its a model that enables the environment to improve, the more the car sells.

The designated targets were the young generation with almost no interest in cars. Their eco-mind was very high and they are willing to participate in (65.1% of people) environmental activity.

Thanks to the product of the world’s most eco-friendly car, we have done this project successfully. As a result, AQUA’s core concept has successfully gained empathy, and AQUA became the biggest selling car: a position which Prius dominated for consecutive months previously.

AQUA’s core concept has successfully gained empathy, and AQUA became the best selling car: a position which Prius had dominated for consecutive months previously.

Facts:

AQUA SOCIAL FES!!

Total Counts of Events: 131 times

Total Participants: 11,533 people

Average age: 28.5

TV exposure: 41 programmes

Newspaper Coverage: 666 times in 47 presses

Magazine Coverage: 15 times

Web Coverage: 63 times in 332 media

Total amount of trash collected: more than 31t.

Number of planted greenery: approx. 30,000

The Japanese waterfront is obviously getting back its beauty and we expect this activity to last for the next few years.