With the simple and global insight, “you can feel respect for those who feel alive.”, the idea was to personify nature and/or by shifting the perspective from usual human perspective to nature’s perspective, so that it is easy to relate to. Therefore set a concept "Respect Nature". Having this simple slogan, the strongest point of this campaign was that Toyota actually has been thriving with this in mind from 20 years ago, which led to the number of 10 million. Though being humble, coupled with a copy "Let's make a difference together" which depicted that Toyota will not only ask the customer but Toyota it self will make a difference for the future, which was backed with the fact of Environmental Challenge 2050.

• Implementation:

Implementation was made online and on ground event. The main platform was the website where we launched the emotional concept movie and a virtual interactive experience where you can virtually experience the diorama.

• Timeline:

First at the timing of accomplishing 10 million sales on 14th February, the concept movie was launched. Followed by the virtual experience on web along with the real event of live nature diorama.

Placement:

Ad placement was made on Youtube, Facebook, GDN and YOUKU for China. Also at Toyota's distributor of 19 country worldwide.

• Scale:

The overall communication was launched in 22 country at the same timing, which led to be viewed at 224 area/countries across the world.

•Reach: 10,416,998 views in total.

•Engagement: 81% of the people has answered they have acquired an environmentally positive image towards Toyota. Internally the campaign has contributed to inner motivation in which resulted to adapt the campaign in over 19 countries, where they have encouraged and engaged with the customer.

•Impact: Viewed from over 224 area/countries worldwide,

•Sales: N/A

•Achievement against business targets: N/A