Cannes Lions


DENTSU INC., Tokyo / TOYOTA / 2015

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We previously entered with AQUA SOCIAL FES!!

AQUA SOCIAL FES!! was a social activity program to help young people to contribute to the society and their local community. The majority of activities focused on preserving the local environment in river and beach areas. Participants not only contributed to the society but they also experienced the eco-friendly car, the AQUA.

We created this marketing strategy in response to be identified challenge of engaging with young people who are not engaging with traditional marketing channels like TV1 Be noticed that young people became increasingly interest in community activities after the great earthquake of March 2012 We also noticed the young people did not have many opportunity to support local communities. So we created our project which would help young people to contribute to the society and engage with eco- friendly car.

AQUA SOCIAL FES!! was very successful The AQUA won the no.1 sales cars in Japan from 2012 to 2014.

The number of customers of their twenties and thirties who bought the AQUA car increased and now the number of young buyer is higher for the AQUA than the other hybrid cars.

Not only the AQUA SOCIAL FES!! was successful marketing campaign for TOYOTA but it also has a positive impact on the environment. For 3 years, 30,000 people participated in 345 events. They cleaned up 111 tons of garbage, released 63,000 Cherry Salmon into the river,

and planted 121,900 rice plants.

In 2014 there was a rise in recorded number of sea turtles sited on Japanese beaches.

The Great Reed Warbler bird, endangered species, was witnessed for the first time in 15 years. AQUA SOCIAL FES!! was a creative marketing campaign witch was a commercial and environmental success

Plus, this project gave young people and opportunity to support local communities.

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