The automobile company decided to stop appearing as a "Car". Therefore, we constructed a campaign by making 'FJ Cruiser' a pet, which has a unique character, with a pretty front mask, and poppy, colourful variations. We created a "Biology of FJ" film, which compared FJ to an animal, then we expanded the topic among young people by using bookstores, cafes, and mobile applications.

We made an original movie called "Biology of FJ" , which simulated the FJ Cruiser as an animal.Performance and function were explained in a biological way.And derivations of the FJ Cruiser were presented as different breeds.We handed out press-kits as part of PR, including a teaser DVD of the movie at the new-car-release exhibition.We added AR marks onto print advertisement redirecting to smart phone applications, with the function of streaming the movie.We followed it up and produced visual dictionaries and actually sold them in bookstores with additional in store promotions.We also changed a famous café in the middle of the fashion district into "FJ café." We gave out limited FJ Cruiser samples made out of bricks. We even went a step further and let auto dealers nation wide make their own breed, and organized a popularity contest on the internet and even held a festival for the finals.

As a result, FJ Cruiser has acquired "Unique" and "Fashionable" images as a result of the campaign. Succeeded in bringing young people in at 20～30s, who haven’t turned to Toyota. Moreover, we were able to net free publicity worth more than 100 million yen (= 1 mil. Dollars). The sales were 5 times higher then our expected figure.