Cannes Lions
DENTSU, Tokyo / TOYOTA / 2009
Overview
Entries
Credits
Execution
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.
Outcome
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
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