The survey showed that targeting male had felt that functional benefits had slight differences among competitive products, and that communication featuring an ideal family car situation, conventional product placements, and intrusive one-way message exposure were not appealing.The campaign required an innovation solution and led the Strategist negotiate directly with Japan representing ”Neo-Manga” artist, Kenshi Hirokane, and developed an original story under the concept “Romance in youth”, the deep insights that remained in every target male, and placed it as the creative execution core of the campaign.As "Mark X Zio" being the navigator of the story, the campaign story was titled “A Starry Sky To Remember, My Early Love and ‘Mark X Zio’”, a mature love story with an erotic essence; Mr. Hirokane’s specialty.As a result, the campaign worked out successfully for appealing its emotional value and established a deep engagement with the product for the targets.

Website access within 2 weeks of launch was 145% compared to the past highest record in Toyota’s history.Compared to people who didn’t know this campaign, 226% empathized, 212% intended to visit dealers, and 215% intended to purchase the product.

Consequently, Mark X Zio’s sales were double the initial sales target.