We delved into the worldview of young people, the common target of the project, and gleaned hints from aspects such as “the desire for individual specifications,” “the Web 2.0 wave/ambition to be a contributor of information,” “the desire to be connected to and support something,” etc.We developed and implemented a new way for people to buy a car by receiving compensation for attaching logos of supporting local companies for a 90-day period to the new Toyota they purchase.

A win-win-win relationship was created between the national client Toyota, the local client, and young people.Toyota: All 74 of the limited number of cars were sold. A sales time frame of 3 months was planned, but all cars were sold within 2 weeks (in the Hokkaido area).Young people: The financial support enabled young people to purchase their own car.Local sponsor: Bonds were created with local fans.

10% increase in the number of home stadium spectators compared with previous year, 70% increase after the campaign was announced, and 70% increase in perceptions of interest and loyalty